Paramount+ looks to cross-promote soccer and original programming through Arsenal marketing partnership

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

• We’ve 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 — especially as CBS looks to maintain its status as the U.S.’s international soccer hub. Tapping into their arsenal.

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

• Additionally, Paramount+ will have in-stadium branding during match days for women’s and men’s games, as well as other experiences and activations for fans. It’s worth noting that despite the partnership, CBS does not have EPL broadcasting rights in the U.S. — NBC does.

The angle: CBS has been going all in on European soccer after winning Champions League rights and signing a marketing partnership with David Beckham. Partnering with the EPL’s most valuable squad 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.

• And while EPL fandom is growing in the U.S., it’s not exactly mainstream — but the widely-appealing Landman is. Earlier this year, it was the streamer’s top show — 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.

Zooming out: It’s a smart play for Paramount+, which boasts global reach — as do EPL teams like Arsenal. We’ve seen streamers only scratch the surface in branding women’s sports as cultural moments, such as Netflix’s boxing bouts and its Stranger Things collab with the Indiana Fever.

• With Netflix and even Disney+ doubling down on live sports, this type of content cross-promotion is a great vehicle to reach new demos and drive subscribers to a streamer — especially since Gen Z sports consumption is more integrated with pop culture. It’s everything, everywhere, all at once.