Arsenal global footprint grows with new HR platform shirt-sleeve sponsor

Arsenal have agreed a deal for Deel to become their new shirt-sleeve sponsor from next season as the North London club reshapes its commercial portfolio.

The club announced that Deel will serve as Arsenal’s Official HR Platform Partner, with the sponsorship now extending to matchday kits once Visit Rwanda’s eight-year spell comes to an end this summer.

Deel will replace the tourism brand after Arsenal confirmed last month that the partnership, which began in 2018 and generated around GBP10 million annually, would not be renewed.

The decision brings a close to a relationship that had drawn scrutiny from sections of the fanbase, with a recent Arsenal Supporters’ Trust survey showing overwhelming support for moving on from the Rwanda agreement.

Arsenal have been working for several months to secure a new sleeve sponsor, and the Deel contract represents the latest effort to strengthen commercial revenues as the club continues to expand its global footprint.

The deal was brokered with the involvement of Darren Dein, whose previous work with the club included helping negotiate the Emirates Stadium naming rights and the initial front-of-shirt agreement with Emirates.

Chief commercial officer Juliet Slot led the discussions on Arsenal’s side before final approval was signed off by Stan Kroenke.

Deel, which provides payroll and HR services to more than 37,000 businesses and 1.5 million workers worldwide, was last valued at $17.3 billion following a Series E funding round in October 2025.

The company’s branding will feature on Arsenal’s sleeves across the Premier League, Women’s Super League, FA Cup and League Cup, while also appearing throughout the Emirates Stadium and the club’s digital channels.

Arsenal will integrate Deel’s platform into the management of their internal operations as part of the wider agreement, using the service to streamline HR processes across multiple departments.

Slot described the partnership as a strong fit for a club seeking scalable infrastructure to match its sporting ambitions, saying Deel’s investment will play a role in supporting Arsenal’s long-term growth.

Deel co-founder and CEO Alex Bouaziz said the company sees Arsenal as a natural partner due to their global reach and competitive status, and he expressed pride in bringing the platform into top-level football.

Arsenal expect the new arrangement to deliver increased commercial strength at a time when the club’s on-pitch progress continues to raise its international profile.

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