{"id":319784,"date":"2025-12-02T04:19:15","date_gmt":"2025-12-02T04:19:15","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/319784\/"},"modified":"2025-12-02T04:19:15","modified_gmt":"2025-12-02T04:19:15","slug":"paramount-looks-to-cross-promote-soccer-and-original-programming-through-arsenal-marketing-partnership","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/319784\/","title":{"rendered":"Paramount+ looks to cross-promote soccer and original programming through Arsenal marketing partnership"},"content":{"rendered":"

The GIST: Last week, English soccer club Arsenal announced a new global marketing partnership<\/a> with Paramount+, the U.S.\u2013based streaming platform that currently reaches 28 countries<\/a>. Through the partnership, Arsenal players will team up with acting talent to promote Paramount+ content, including popular shows like Landman and MobLand.<\/p>\n

We\u2019ve seen sports teams offer their content on their own apps and streamers, but this is a rare partnership between a sports franchise and an entertainment-powered streamer \u2014 especially as CBS looks to maintain its status as the U.S.\u2019s international soccer hub. Tapping into their arsenal.<\/p>\n

The details: The partnership will feature Arsenal players and legends, including iconic striker Thierry Henry, who narrated a co-branded video<\/a> announcing the collab. In addition to promoting the aforementioned shows, both women\u2019s and men\u2019s players will star in cross-promotional content and social media campaigns for Paramount+.<\/p>\n

Additionally, Paramount+ will have in-stadium branding during match days for women\u2019s and men\u2019s games, as well as other experiences and activations for fans. It\u2019s worth noting that despite the partnership, CBS does not have EPL broadcasting rights in the U.S. \u2014 NBC does<\/a>.<\/p>\n

The angle: CBS has been going all in on European soccer after winning Champions League rights and signing a marketing partnership<\/a> with David Beckham. Partnering with the EPL\u2019s most valuable squad<\/a> adds value and prestige to the Paramount+ brand and will likely drive subscribers to the streamer, hooking Arsenal fans also intrigued by its entertainment offerings.<\/p>\n

And while EPL fandom is growing in the U.S., it\u2019s not exactly mainstream \u2014 but the widely-appealing Landman is. Earlier this year, it was the streamer\u2019s top show<\/a> \u2014 and uniting characters from the quintessential Western drama with international soccer players could help drive mainstream U.S. familiarity for Arsenal when the Champions League rolls around.<\/p>\n

Zooming out: It\u2019s a smart play for Paramount+, which boasts global reach \u2014 as do EPL teams like Arsenal<\/a>. We\u2019ve seen streamers only scratch the surface in branding women\u2019s sports as cultural moments, such as Netflix\u2019s boxing bouts<\/a> and its Stranger Things collab<\/a> with the Indiana Fever.<\/p>\n","protected":false},"excerpt":{"rendered":"The GIST: Last week, English soccer club Arsenal announced a new global marketing partnership with Paramount+, the U.S.\u2013based…\n","protected":false},"author":2,"featured_media":319785,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[440],"tags":[49,48,561,82],"class_list":{"0":"post-319784","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-soccer","8":"tag-ca","9":"tag-canada","10":"tag-soccer","11":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/319784","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=319784"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/319784\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/319785"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=319784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=319784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=319784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}