Arsenal has announced a new sleeve sponsorship deal with Deel, a payroll and HR platform, replacing the controversial partnership with Visit Rwanda. The deal comes as the Gunners sit top of the Premier League, closing in on their first league title in over two decades.
Deel CEO's PSG Allegiance
The partnership has drawn attention because Deel's chief executive, Alex Bouaziz, is a fan of Paris Saint-Germain, Arsenal's Champions League final opponents. Bouaziz acknowledged his allegiance, stating, "Yes, I'm a PSG fan. But like every French kid, I grew up dreaming in front of Arsene [Wenger], Titi [Thierry Henry] and the Invincibles!"
Background of the Deal
Arsenal had initially sought to renew its long-standing partnership with the Rwanda tourism board, whose president Paul Kagame is an Arsenal fan. However, the club ended the eight-year deal at the end of last year, citing a "mutually agreed" conclusion. Deel will now take over the sleeve position on Arsenal's iconic kit.
Official Statements
"Next season Deel will become the official sleeve partner of Arsenal," Bouaziz said. "When we partnered with Arsenal last year, we set out to build something lasting, starting with rolling out Deel across their workforce and HR operations. Having our name on one of the most iconic shirts in world football is the next step in that relationship."
Juliet Slot, Arsenal's chief commercial officer, added: "Our iconic kit and sleeve is one of the most visible positions in world football, and we're delighted to be welcoming Deel's name there after they joined our family earlier this year. Deel will support how we operate as a club as we enter this next chapter in our relationship. All our partnerships play a direct role in delivering our long-term ambition to win major trophies in a financially sustainable way."
Controversy
The deal has faced backlash following reports that Deel, a US company with strong Israeli links, operates in Palestinian territories. The new kit featuring the Deel logo is set to launch on Friday.
