Iconic UK soccer giants Arsenal have announced that Chinese firm ZC Rubber will now serve as the club’s new official tire partner in a globally facing partnership.

Domestic Arsenal matches played at the club’s Emirates stadium home in the Premier League, FA Cup, and League Cup competitions will all feature ZC Rubber branding in place at the venue.

ZC Rubber is one of the world’s largest tire companies, with subsidiary brands including Westlake, Goodride, and Chaoyang.

Henry Shen, ZC Rubber vice president, outlined the aims of the partnership, stating: “Through this collaboration such as (sic) field ads, official social media, and player’s interactive events, we aim to enhance our brand awareness in global markets.”

The ZC rubber partnership is the latest in a string of deals from the North London soccer club, with chief commercial officer Juliet Slot noting that it is the seventh new partner for the club “in recent months”.

Slot added: “There’s never been a better time to partner with Arsenal.”

ZC Rubber follows a period of numerous partnerships being agreed for the club, with the most prominent being the extension of its long-running shirt sponsorship deal with Dubai-based airline Emirates.  

The renewed agreement is believed to be worth around £50 million ($64 million) per season, an increase on the previous £40-million per-year contract which was claimed to be the largest sponsorship deal in the Premier League club's history.

The partnership between the two parties is the longest-running front-of-shirt sponsorship in Premier League history. With the club’s deal with the carrier beginning in July 2006, the collaboration will reach a minimum of 22 years.