Airwallex signs multi-year Arsenal deal to fuel brand push

Airwallex has signed on as Arsenal Football Club’s official finance software partner in a multi-year deal that will see the global payments platform not only power the club’s financial operations but also build deeper fan engagement through exclusive branded content and global marketing activations.

As part of the tie-up, Airwallex will be the presenting partner for Arsenal’s men’s pre-season tour across Singapore and Hong Kong, using the tour to showcase its services in-market and connect with fans across Asia.

Speaking to MARKETING-INTERACTIVE, Jon Stona, vice president of global marketing at Airwallex, said the partnership goes far beyond a logo on a shirt. “In addition to brand association at a global level, we’ll partner closely with Arsenal’s finance team to streamline payments and operations across regions — including payment acceptance, supplier payments, corporate cards, and expense management,” Stona said.

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From a marketing perspective, the partnership will see Airwallex co-create content with both the men’s and women’s first teams to engage and educate Arsenal’s vast global supporter base. “This isn’t just a sponsorship, but rather an engrained partnership. We see a great opportunity to tell engaging stories that span the worlds of technology, sport and culture,” Stona added.

Airwallex branding will appear across Emirates Stadium and the club’s digital channels, alongside new activations at Premier League and Women’s Super League matches. The company also retains the rights to use first team branding for further campaigns and promotions throughout the season.

Juliet Slot, chief commercial officer at Arsenal, said the partnership would help fuel the club’s growth off the pitch. “We’re delighted to welcome Airwallex as our new partner, and we’re excited to introduce them to our global family of Gooners on our Men’s tour to Singapore and Hong Kong,” Slot said.

“Our partners are an important part of the Arsenal family, fuelling our growth and supporting the investment that will bring us sustained success," she added. 

In tandem, Jack Zhang, co-founder and CEO of Airwallex, said the collaboration was about aligning with brands that share its ambition for global reach and innovation. “Partnering with Arsenal is a proud moment for Airwallex. Whether it’s helping the club save time and money in their day-to-day operations or creating smoother payments experience for supporters, we believe this collaboration will create real value for football, for businesses and for aspirational people all around the world,” Zhang said.

The Arsenal deal adds to Airwallex’s expanding global sports portfolio. Last year, the company sponsored Formula One’s McLaren Racing team, kicking off the partnership with a 3D perception shift sculpture of driver Lando Norris in Singapore. 

The sculpture, part of Airwallex's local campaign "Shifted perspectives", saw artist Michael Murphy create perceptual art featuring F1 driver Norris as a representation of resilience and adaptability. The sculpture also symbolised the powerful role that perception plays in driving success. 

Airwallex also took over Ten Square with an OOH campaign to create a relevant and memorable placement.  "Advertising on Ten Square during the week of the Singapore Grand Prix wasn’t just about visibility, we aimed to create something that resonates with the audience," said Stona in conversation with MARKETING-INTERACTIVE at the time. 

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