Arsenal teams up with NTT DATA for digital transformation

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Image credit: Arsenal FC website

Arsenal Football Club has unveiled a transformative multi-year alliance with NTT DATA, a global frontrunner in digital business and IT services.

NTT DATA acts as the technology partner for prominent global sporting events, such as The Open Championship and the NTT INDYCAR SERIES. By utilizing real-time data analysis, AI, digital twin technology, and Private 5G, it enhances fan engagement by bringing them closer to their heroes and key moments whether from home, online, or in future stadiums.

This collaboration will seek to revolutionise the way the club’s estimated 600 million global supporters connect with their team.

As digital engagement transforms the sports industry, football clubs are swiftly adopting technology to improve fan experiences and fuel growth.

The partnership arrives at a pivotal moment for the sports industry, which is swiftly adapting to shifting fan expectations and technological progress. As the global sports market is expected to exceed $996 billion by 2028, clubs are increasingly adopting digital solutions to improve fan engagement, increase revenue, and secure a competitive advantage both on and off the field.

The partnership will enable NTT DATA to offer data analytics tools, machine learning, and real-time integrations, allowing Arsenal FC to develop a richer and more personalised supporter experience with tailored content for their global communities.

Supporters will also benefit from enhanced features across the Arsenal ecosystem, including exclusive insights, promotions, and offers from the club and its partners.

Arsenal FC Chief Commercial Officer, Juliet Slot, expressed her excitement about the deal and strengthening their connection to the supporters.

“We’re excited to welcome NTT DATA as our first Official Digital Transformation Partner. Our ambition is to strengthen our connection with our supporters around the world so that we can serve them better,” she said via press release.

“Enhancing our digital capabilities is an essential part of this journey where through service and connection to supporters we are able to drive forward our performance and our growth.”

CEO of NTT DATA in the UK and Ireland, Niccolo Spatoro, added further comments regarding the deal.

“Arsenal is one of the most recognised football clubs in the world. Its commitment to delivering exceptional experiences to supporters is pioneering and its goal of placing people at the heart of innovation aligns with NTT DATA’s core values and approach to business,” she said via press release.

“We look forward to partnering with Arsenal, using our expertise to deliver the digital transformation that helps Arsenal create truly remarkable experiences for its supporters worldwide.”

A-League and NPL clubs have been no strangers to deals similar to this one, and considering the day and age, it wouldn’t be surprising if we were to see more collaborations with technology companies to further advance Australian football in that industry.

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Glasgow City FC and ALT Champion Sustainable Women’s Football

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Image credit: Insta_Photos / Shutterstock.com

Glasgow City FC has confirmed a new deal, which the club believes could serve as a model for funding a sustainable future for women’s football.

Glasgow City FC introduced the City Collective at the start of the 2025/26 season, a sponsorship model for female-led, purpose-driven businesses and cultural organisations that reflect the club’s values, fostering a network of mutual benefit.

The City Collective has now secured title sponsorship from ALT, a Glasgow-based creative campaigns agency led by co-founder Laura Haggerty.

At its heart, ALT specialises in strategic use of media and digital channels, and they build on this expertise by working with a collective of external experts, the ALT Collective, which includes specialists in brand design, PR, web development, and insight.

Glasgow City FC Head of Commercial Stef McLoughlin, expressed the values that guide the club and its community.

“‘Well behaved women seldom make history’ is an ethos we carry into everything we do. In the words of our co-founder, Laura Montgomery, it honours the many women who have defied expectations to make change and speaks to our players, our supporters and our community who continue to do the same,” she said via press release.

“Laura and ALT are the types of individuals and businesses we dreamed of attracting to the City Collective, and we’re thrilled they’ve seen the potential to partner with us in such a meaningful way.”

Founded in 2018, ALT is a creative campaigns agency that has quickly established a strong presence in women’s sport and beyond, delivering marketing campaigns for national and club-level women’s competitions, as well as the World Boxing Championships, which this September featured men’s and women’s bouts on equal footing.

ALT Co-founder Laura Haggerty, reflected on the shared vision between the agency and the club.

“When I heard about the club’s desire to combine Glasgow’s female business, cultural and sports leaders under one network, I knew instantly we shared values. I am convinced the City Collective can mature, not only being of great mutual benefit to the club and its supporters, but become a brilliant template for all women’s football teams to follow that will help galvanise and grow its support base and advocates,” she said via press release.

“I’m so proud ALT will be working in partnership with the club to improve its standing in the city, and create lasting, tangible opportunities for powerful women to connect with each other across the city.”

This alliance sets a new benchmark for women’s football, promoting both sustainability and growth by creating lasting opportunities, strengthening community engagement, and providing a model for other clubs to follow.

Macarthur Bulls Strengthen Ties with Better Life Mobile

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Image credit: Macarthur Bulls FC

Macarthur Bulls FC has confirmed that Better Life Mobile will join the club as a major supporter for the current season.
This new alliance brings together two organisations dedicated to value, community involvement and inclusion, with Better Life Mobile set to feature on the sleeve of the Bulls’ 2025/26 jersey.

Better Life Mobile is Australia’s “fair mobile phone company,” operating as a certified social enterprise through Social Traders and earning global recognition for its innovative efforts to keep vulnerable communities connected.

Its social impact has been acknowledged internationally, with the company receiving the Most Impactful MVNO award at the MVNO Nation Awards in Spain for both 2024 and 2025 ceremonies, highlighting its leadership and commitment to environmental, social, and governance (ESG) excellence.

Better Life Mobile began when its founders, Russel and Adrian, set out to help people experiencing homelessness access affordable mobile service, a need they saw was being ignored. Since then, the mission hasn’t changed: to make mobile phone use more equitable and affordable for everyone.

Through its connection with Macarthur Bulls, Better Life Mobile will offer members, fans, and club staff access to its prepaid mobile and internet services delivering strong coverage, flexible plans, and competitive pricing, while supporting the club’s commitment to affordability and community accessibility.

Better Life Mobile CEO Ante Zizic, shared his enthusiasm for the new collaboration.

“Partnering with Macarthur Bulls is a perfect match for Better Life Mobile. We believe strongly that access to affordable, transparent mobile and internet services is a key enabler for community participation and connectivity. By working together with the Bulls, we can offer supporters and members a real alternative in telecommunications – one without hidden fees, one that supports inclusion, and one that gives value. We’re excited to play our part in the club’s success and its connection with the local community,” he said via press release.

Macarthur Bulls FC Chief Commercial Officer Mark Jensen, reflected on the significance of the new collaboration for both the club and its community.

“We are thrilled to welcome Better Life Mobile as a major partner of the Macarthur Bulls,” he said via press release.

“This partnership strengthens our commitment to making our club accessible, community-focused and future-facing. With Better Life Mobile’s flexible and fair prepaid mobile and internet solutions, our supporters, players and volunteers will benefit, and the club’s reach and digital engagement will be enhanced. We look forward to a successful and dynamic collaboration.”

Better Life Mobile seeks to give back to the community through a range of social initiatives, providing mobile phones with free credit to those most in need. Its annual “Santa Calls” campaign supplies community organisations and welfare agencies across Australia with free phones and call credit.

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