It was only a matter of time. Because in the end, we spend almost half of our day on our phones, and it was inevitable that a social platform would become a partner of a top-level football club. For years, clubs have made Facebook, Instagram, and now even TikTok their main sounding board. Posts, reels, and stories can spread official and/or less important news, communicate the club’s position on a particular topic, convey an emotion, relive a memory, or why not, also better introduce a player and a coach. The big names in world football, in short, now compete with each other on social media as well. On a commercial level and not only.
And so Meta (the conglomerate headed by Mark Zuckerberg that owns Facebook, Instagram, WhatsApp, Threads, and the entire AI division) has struck an unprecedented agreement with Arsenal. Why unprecedented? Simple: because from now on, Gunners fans will have access to new digital experiences and exclusive opportunities through the official WhatsApp channel and the official Facebook page. In April, a series of activations will be held at Emirates Stadium to further enhance the connection between fans, both those with subscriptions and more casual ones, the so-called “tourists” of the sport.
For Meta, this is not the first sports partnership, as it had already collaborated with a Formula 1 team, Mercedes. However, it is a first in football at the highest level. From Arsenal’s perspective, Meta is the latest company to join a broad portfolio of partnerships that includes globally recognized brands. The launch of the new collaboration was celebrated with a new video published on Arsenal’s official channels. “Our partnership with Meta,” said Juliet Slot, Arsenal’s commercial director, “is based on how our fans come together, no matter where they are in the world, and will create new ways to feel closer and more connected to our club. As we continue to compete for major trophies, partnerships like this play a crucial role in supporting this ambition and strengthening our bond with the fanbase.”