Shorts: Arsenal, Wasserman, McLaren Racing

Arsenal have announced a new global partnership with Asahi Super Dry, which has become the club’s official beer partner.

The multi-year agreement will see Asahi UK gain exclusive pouring rights for lager, ale, and cider at Emirates Stadium. This will cover both men’s and women’s matchdays, starting from the beginning of the 2025/26 season.

Asahi’s brands, including Asahi Super Dry, Cornish Orchards, and Meantime, will be available at bars throughout the stadium. The partnership will also involve showcasing these brands through revamped bars and branding.

Additionally, the collaboration will feature Arsenal legends participating in new digital content and campaigns aimed at connecting with the club’s global fanbase.

Juliet Slot, Chief Commercial Officer, Arsenal, said, “We’re delighted to welcome Asahi as our new official beer partner.

“Our supporters are at the heart of everything we do, and this partnership marks another step forward in enhancing the matchday experience and connecting with our Gooners around the globe. We’re proud to have brands like Asahi invest in our ambition.”

Wasserman names Sarah Dawson as Executive Vice President of Brands & Properties UK.

The role follows Wasserman’s acquisition of CSM Sport & Entertainment (CSM) in 2023.

Sarah Dawson has over two decades of industry experience from leading marketing agencies, governing bodies and rightsholders where she has led teams and contributed to business growth for businesses including CSM. She has led teams in the creation and delivery of successful campaigns and partnerships for brands, as well as demonstrating transformative business growth for businesses including CSM.

Prior to Wasserman, Sarah Dawson spent 12 years at CSM, where she served as Managing Director, Brands EMEA. In her new role she will lead the newly merged UK business that sees over 300 people based in London servicing global brands such as adidas, Amex, Formula 1, LEGO, Sage and Unilever across sport, music and entertainment to deliver brand solutions.

McLaren Racing have announced a multi-year partnership with Japanese video game company Sega.

The collaboration will spotlight Sega’s iconic character Sonic the Hedgehog.

Activations will focus on Sonic Team’s ‘Racing Around The World’ campaign in 2025. In 2026, the two sides will promote Sonic’s 35th anniversary and McLaren’s 1,000th Grand Prix. The partnership was launched at McLaren Racing’s fan-focused event at Trafalgar Square in the build-up to the British Grand Prix.

As the line between Formula One and entertainment has become increasingly blurred, more companies from the sector have seized this opportunity of an advertising platform. It also marks a reunion. The 1993 European Grand Prix was known as the Sonic Grand Prix for sponsorship reasons and McLaren’s Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium.

In addition, McLaren Racing’s Lando Norris has a big presence in the gaming community, especially through his lifestyle and entertainment brand Quadrant.

Louise McEwen, Chief Marketing Officer, McLaren Racing, said, “This partnership brings together two iconic names in speed, and opens up our team to a wider, younger global audience.

“Sonic is a character with incredible heritage and a passionate fanbase, and we are very excited to celebrate our partnership at McLaren Racing Live: London.”

West Ham United have announced a multi-year extension to their five-year partnership with Jeton.

The renewal has ensured the continuation of the partnership which has driven Jeton’s global growth and highlighted West Ham United’s growing worldwide presence.

West Ham United have been a key driver in Jeton’s growth, including supporting them with a digital transformation in the 2024/25 season.

As part of that growth, during the 2024/25 season West Ham United supported Jeton with their digital transformation, ensuring Jeton were placed at the forefront of the club’s global fanbase and reached the club’s global fanbase. This has included branding featuring prominently across a host of campaigns across the club’s digital channels including the ‘The Waiting Game’ brand video.

The partnership will see Jeton branding continue to appear across the club’s LED pitch-side perimeter advertising boards as well as a host of additional matchday rights. Furthermore, through exclusive matchday experiences and giveaways, Jeton will continue to engage the Premier League club’s local and global fan base.

Nathan Thompson, Executive Director at West Ham United, said, “We’re delighted to continue our successful partnership with Jeton. During the five years our work together has been an integral driver for the global growth of both organisations.

“This alignment will play a key part our continued journey of growth into the 2025/26 season and beyond. Jeton and West Ham United are equally passionate about reaching new audiences”

Defender Rally has partnered with Shackleton, an expedition and performance apparel company, ahead of its entry to the 2026 Dakar Rally and FIA World Rally-Raid Championship.

Shackleton will serve as the official expedition apparel supplier for the Defender team as they compete in the W2RC in the ‘Stock’ category for production-based vehicles.

Shackleton specialises in expertly engineered extreme weather protection and its products are tested and proven on expedition in extreme desert, mountain and polar environments, making them perfectly suited to maximise the performance of Defender Rally team members who will be working in unforgiving conditions throughout the W2RC.

Martin Brooks, Co-Founder & CEO of Shackleton, said, “The Dakar has rightly been called the Everest of Motorsport. It is amongst sport’s most gruelling and demanding competitions and demands super-human levels of skill and endurance. We are in the business of equipping adventurers with the technical performance apparel they need to survive and thrive in extreme environments.

“We’re excited to equip the whole Defender Rally team, from the drivers to the mechanics to the support crew, with exactly the right kit to get the job done.”

Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.