Arsenal extend deal with Emirates until 2028

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Emirates Stadium
Image credit: Arsenal FC

Arsenal and Emirates have announced the extension of their partnership, the longest-running front-of-shirt sponsorship in Premier League history.

The North London side partnered with Emirates back in 2006, and will now run until at least 2028, taking the collaboration to a minimum of 22 years.

Emirates is knitted into the fabric of Arsenal after 17 years of fantastic moments working together to unite the world’s communities. The name of Emirates has been on display at home in north London since it opened in 2006, as well as on the front of the team shirts for the men’s, women’s, and academy teams.

The squad has also been transported by the well-known airline on several preseason trips, aiding in the connection of the team with fans all around the world. Most recently, at Emirates Stadium, Arsenal and Emirates launched the ‘Global Gooners’ campaign, bringing together friends and families from all around the world.

The journey with Emirates has seen the club produce several trophies and produce world class players while wearing the kit with the Emirates name on the front.

“We are incredibly proud to make history by extending our partnership with Emirates until 2028. The longevity of our special relationship is a sign of our enduring shared values, our ambition to bring our global communities together, and our commitment to building on the numerous achievements that have marked our 17-year journey to date,” Arsenal Chief Commercial Officer Juliet Slot said via www.arsenal.com

“As we take our partnership to a minimum of 22 years together, we’re excited to move forward and we’re focused on celebrating more incredible moments with our supporters around the world.”

Sir Tim Clark, President of Emirates Airline, added via www.arsenal.com:

“I’m proud of the journey that Emirates and Arsenal have shared over the past 17 years. Together, we’ve celebrated triumphs and stood strong against challenges. Our partnership has been built on a shared vision of excellence and a dedication to enriching the experiences of fans around the world.”

After closely challenging Manchester City for the Premier League title last season, Arsenal will be looking to claim their first league championship under the Emirates name once again this campaign.

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SBS expands Australian Championship broadcast coverage for 2026

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Image Credits: Football Australia

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

IMG takes commercial lead on inaugural FIFA ASEAN Cup

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Image Credit: Vietnam Football Federation

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.

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