Arsenal Football Club has renewed its long-standing partnership with Japanese video game developer Konami, continuing their role as the club’s official football video gaming partner. This renewal marks over eight years of collaboration between the Premier League giants and Konami.
The agreement ensures Arsenal will remain a key featured club in Konami’s eFootball series, with accurate representations of the club’s kits and Emirates Stadium. Beyond gameplay, Konami retains commercial rights that include promotional access to players and the use of official branding and imagery across the eFootball platform. Since 2022, Arsenal has played a prominent role in the eFootball Championship, reflecting the club’s digital engagement strategy.
Konami recently strengthened its position in global soccer gaming by extending its commercial relationship with FIFA through 2026. Under this expanded deal, the eFootball game will serve as one of the official competition titles in the upcoming FIFAe World Cup editions.
In parallel with this renewal, Arsenal has been active in expanding its commercial partnerships ahead of the new season. Notable recent agreements include a multi-year deal with global lifestyle brand Stanley 1913, as well as partnerships with international payments platform Airwallex and beer brand Guinness.
Guinness has also broadened its Premier League footprint, recently partnering with Aston Villa to become an official global sponsor of the club’s men’s and women’s teams. From the start of the 2025-26 season, Villa Park fans will have access to Guinness and Guinness 0.0 products. Additionally, Guinness was named the official beer of the Premier League for the next four seasons, with an expected deal with Newcastle United to further expand its presence.
Elsewhere in the Premier League, Chelsea announced a multi-year partnership with Champions Travel and Travel Connection as the club’s exclusive official hospitality travel partners outside the UK. This new arrangement builds on a relationship spanning over 15 years, positioning Champions Travel as the sole independent seller of Chelsea’s official hospitality packages internationally.
Consulting Insight
The digital transformation of sports entertainment is accelerating, and football clubs are leveraging partnerships with gaming developers to deepen fan engagement globally. Arsenal’s extended deal with Konami underscores the value of integrated digital experiences that blend branding, gameplay, and real-world assets. For clubs and brands seeking to innovate in fan interaction, a strategic focus on esports and interactive media is essential. Unlocking the full potential of these partnerships requires a tailored approach combining technology, marketing, and fan insights.
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