English top-flight soccer club Arsenal have entered a new partnership with Universal Pictures.
The agreement will see the Premier League side help to promote a number of the film company’s upcoming movie releases, including LED perimeter board exposure at domestic games played at the team’s Emirates Stadium.
Additionally, Universal will be given access to first-team players in order to create content and promotional assets around their latest releases, which will also be advertised on Arsenal’s digital channels.
“This partnership with Illumination and Universal Pictures is the first of its kind for the club and one we are extremely excited about,” said Vinai Venkatesham, Arsenal’s chief commercial officer.
“It’s a fantastic opportunity for both the club and the studio to be introduced to new audiences and we are already working closely with them to engage with our supporters in the UK and Ireland around their upcoming film releases.”
Arsenal finished fifth in the Premier League in 2016/17, marking the first time that the club has failed to qualify for the Uefa Champions League under manager Arsène Wenger.