Arsenal Global Partnership (Paramount+)
As a decade long Arsenal supporter myself, it was a true dream come true when
I got to lead social strategy for a global Arsenal Football Club x Paramount+ partnership. With Arsenalâs digital footprint reaching over 638M followers across 180+ markets, the two-season collaboration tapped into strong club and player affinity for Paramountâs tentpole title launches.
My primary responsibility was developing co-branded digital concepts for the Arsenal social channels, email newsletter, website and app. I scripted content tied to flagship titles including Knuckles and Landman, coordinated production shoots with star Arsenal players like William Saliba, and partnered closely with club stakeholders on distribution and rollout strategy across platforms.
Campaign Highlights
The partnership kicked off with a co-branded launch asset for Knuckles, seamlessly pairing high-energy Arsenal match footage with visuals from the series to highlight shared traits of speed/agility, determination, teamwork and the iconic use of red.
Response from Arsenal supporters was enthusiastic and overwhelmingly positive. The video drove over 3M organic views within one week, with supporters celebrating the crossover and calling for deeper collaborations, like branded team kits.
The content was further amplified on social by Idris Elba, a lifelong Arsenal supporter and the voice of Knuckles.
We extended the campaign into the real world with a bespoke shoot featuring a Knuckles costumed character attending an Arsenal home match at The Emirates, creating a playful, in-stadium moment that connected directly with supporters on the ground.
Captured content was amplified across social to spark conversation and engagement globally. The result was a seamless blend of live fan interaction and global social amplification.
Additional Knuckles promotional elements included co-branded Instagram Stories throughout the season and two Knuckles-inspired social videos with the Arsenal Womenâs Team.
Building on the partnership, the 2025/26 season introduced Landman to club supporters through a custom shoot with Arsenal first team players. We hand-picked Eberechi Eze đ´ó §ó ˘ó Ľó Žó §ó ż, Gabriel Martinelli đ§đˇ, and William Saliba đŤđˇ due to their relevance in key Paramount+ international markets â along with tagging influential YouTuber and Arsenal supporter Sharky to host.
I ideated and scripted the social-first games, which included a Hard Hat Quiz and a Quickfire Q&A. Both translated the showâs themes of grit and determination into playful, football-relevant scenarios. The result was dynamic, shareable content that showcased player personalities while authentically bridging the sport with the Billy Bob Thornton-led IP.
