O2, a leading provider of mobile communications services in Europe, today announced it has signed a two year sponsorship extension with Arsenal Football Club. As official club and shirt sponsor as well as exclusive mobile communications partner to Arsenal, the sponsorship will continue and run until August 2006.
New additions to the deal include O2 investing in supporters and grass roots initiatives from the youth teams to its first team, by sponsoring Arsenal’s new membership scheme ‘The Arsenal’ and a commitment to Arsenal’s community programmes including Arsenal Soccer Schools.
Last season was hugely successful for Arsenal on the pitch and for O2 off the pitch – research has shown that O2’s deal with Arsenal is the most cost-effective sponsorship campaign in European football. In addition, spontaneous brand awareness of mobile phone companies’ sports sponsorships place O2’s Arsenal’s sponsorship amongst the highest awareness at 20%.
The O2 and Arsenal Football Club partnership dates back to 2002 and is one of the most technically and commercially advanced interactive sponsorship deals in English football. There is a strong interactive element included in the sponsorship with joint branded interactive mobile data. This provides a portfolio of exclusive content enabling fans to be among the first to catch up on Arsenal’s progress over the season. This includes MMS images before and after every league fixture, live goal text alerts and post-match comments from Arsène Wenger. New Arsenal mobile products and services such as personalised kit wallpapers will also available to Arsenal fans this season.
Dave McGlade, CEO, O2 UK, said: ‘O2 is proud to be continuing its successful partnership with Arsenal Football Club, following an outstanding 2003/04 season. By linking a successful brand with a successful team we have created a dynamic partnership which is financially beneficial to both parties, an enormous brand builder and, above all, great for the fans and customers. We are successfully integrating O2’s mobile technology, interactive services and online content to offer supporters added value. ‘
Arsenal Managing Director Keith Edelman added, ‘Our relationship with O2 has gone from strength to strength. This is one of the most exciting eras in our Club’s history and we are delighted that O2’s support is helping the Club continue our current success – both on and off the pitch.’
Adrian Ford, Commercial Director of Arsenal Football Club, enthused: ‘We are delighted to be continuing our work with O2. It’s involvement with ‘The Arsenal’ Membership and our community initiatives show O2’s commitment to the Club as a whole – not just the first team. We are looking forward to a new and prosperous season with O2 as our partners.’
As well as their highly successful partnership with Arsenal, O2 is also sponsor of England Rugby. Both relationships have been extremely successful in raising O2’s brand exposure and awareness. O2 now enjoys 72% name recognition among the British public (81% brand recognition among corporate audiences ).
Contacts:
O2: 07931 752832
Arsenal FC: 020 7704 4100