HFM and Arsenal announce multi-year global partnership

The agreement brings together two globally recognised brands driven by performance, ambition and long-term growth, with HFM seeking to expand its international footprint while deepening engagement with football fans worldwide.

As part of the partnership, HFM will gain extensive global visibility rights, including matchday branding at the club’s home ground, Emirates Stadium, as well as exposure across Arsenal’s digital platforms, including the club’s newly launched The Arsenal.

The collaboration also provides access to Arsenal’s marketing assets and players to develop exclusive content and fan experiences, which are expected to roll out later in the season.

HFM Chief Marketing Officer Efthymios Mesis said the partnership marks a significant milestone for the brand, noting that trading and elite sport share common values such as strategy, resilience and performance under pressure.

“Trading and elite sporting performance are both driven by strategic thinking, resilience and the ability to perform under pressure. Through this collaboration, we look forward to creating meaningful global engagement opportunities that reflect our shared commitment to excellence and long-term growth,” said Mesis.

Arsenal Chief Commercial Officer Juliet Slot welcomed HFM to the club’s partner network, saying the company’s focus on innovation and long-term success aligns with Arsenal’s ambitions on and off the pitch, including the pursuit of major trophies.

“We’re delighted to welcome HFM as an Official Partner of Arsenal. They are a market leader in their field with a strong focus on innovation and long-term success and support our ambition to win major trophies. Partnerships built on shared values help us deliver the best experiences for our supporters around the world, we look forward to working together,” said Slot.