Arsenal have announced another change to the Emirates Stadium coming to supporters in the upcoming season.
The Gunners are preparing for the new campaign, as Arsenal’s pre-season camp is only a couple of weeks away now.
As Arsenal are putting things in place for the season ahead, plenty of work is being done across the club to help get things in order.
The recruitment staff are working on new signings, Mikel Arteta and the coaching staff are dealing with player preparation and tactics, while others in the hierarchy are looking into other ways to improve revenue.
One of those ways is through sponsorship deals, with Arsenal announcing another new sponsorship which will tie in former players.
Arsenal announce sponsorship deal with Asahi Super Dry as new beer provider at the Emirates Stadium
Arsenal have announced that Asahi Super Dry will be the new beer provider at the Emirates Stadium from 2025/26 onwards.
It will mean a change to the current lineup of drink options available to supporters who will attend games at the stadium.
Arsenal’s Chief Commercial Officer, Juliet Slot, told the Arsenal website on the deal: “We’re delighted to welcome Asahi as our new official beer partner – one of the world’s most recognised and popular beer brands.
“Our supporters are at the heart of everything we do, and this partnership marks another step forward in enhancing the matchday experience and connecting with our Gooners around the globe.
“We’re proud to have brands like Asahi invest in our ambition and join us on our journey to win major trophies.”
While it could be a huge change for those visiting, the real change may be seen away from the pitch.
The finances will be impacted, but so too will fans, as the statement includes a line that reads: “The agreement will also see Arsenal legends become part of new digital content and campaigns, connecting with Arsenal’s supporters around the world.”
That change could play a huge role for supporters, but also for Arsenal in landing a financial package for the new season.
Finance expert explains Asahi sponsorship deal impact
The reality for such a deal with a beer provider is that it won’t be life-changing money for Arsenal that could make an impact in the transfer window, for example.
But it is a move that can help increase the budget a little bit overall, with a seven-figure income impacting revenues.
Finance expert Adam Williams explained the deal to Arsenal Insider as he said: “With a sponsorship deal for a food or drinks partner, it’s a little different from your bog-standard commercial partnership.
“The vast majority of deals we see the likes of Arsenal sign are based on brand exposure. A company pays to have their logo next to Arsenal’s badge and, they hope, picks up sales off the back of that.
“But for a pouring partner, Asahi are paying for the right to actually sell their product at the Emirates. There’s brand exposure benefits too, of course, but I’d presume that most of the value of the deal will come from the actual distribution of the product itself.
“Some clubs can make almost £1 million from food and drink per matchday. And while I haven’t seen the breakdown, I’d be willing to wager that beer is the biggest driver there.
“So I think this will be a pretty valuable deal. My guess is we’re talking £3-4m per season if not a touch more.”
Another important role is the impact of the legends, who will seemingly play a role in the sponsorship deal itself.
On that, Williams added: “Whenever you talk to anyone in the sponsorship industry, they’ll tell you that activations are the biggest part of any partnership – that’s where the real value is.
“If you can tie in some Arsenal legends for some exclusive content that links the two brands together, that increases your leverage in negotiations with the partner.
“It’s going to increase the interest in the sponsorship deal and increase the number of eyeballs on your product.”
It shows how Arsenal are using their brand and former players to land an increase in revenues, even by the smallest of margins in a wider budget sense, which helps with the overall accounting picture.
Receive a digest of our best Arsenal content each week direct to your mailbox
