Arsenal sign HFM as Official Global Partner

Arsenal have agreed a multi-year global partnership with HFM, adding another online trading brand to their commercial roster as the club continues to build out international rights packages tied to matchday exposure and owned media.The Cyprus-founded broker will receive matchday branding at Emirates Stadium and visibility across Arsenal’s digital channels, including the club’s recently launched media platform, The Arsenal.Juliet Slot, Arsenal’s chief commercial officer, said: “We’re delighted to welcome HFM as an Official Partner of Arsenal. They are a market leader in their field with a strong focus on innovation and long-term success and support our ambition to win major trophies.”Financial terms were not disclosed, but the deal is structured as a global rights package, reflecting the premium value clubs place on international reach and year-round content distribution rather than purely domestic visibility.HFM said the partnership is designed to elevate its brand globally and deepen engagement with Arsenal supporters, with the club’s marketing assets and player access expected to underpin content and fan experiences.Efthymios Mesis, HFM’s chief marketing officer, said: “This partnership marks an exciting milestone for HFM as we align with one of football’s most iconic clubs. Trading and elite sporting performance are both driven by strategic thinking, resilience and the ability to perform under pressure.”Arsenal have previously been associated with trading platform eToro, and the category remains attractive to top-tier football because it offers high-frequency digital inventory, broadcast-adjacent visibility and the ability to activate across multiple markets with consistent creative.The agreement also points to how clubs are packaging sponsorship around content as much as stadium assets, as brands seek measurable engagement through club channels, player-led campaigns and supporter-facing experiences.In the wider market, broker sponsorship dollars are increasingly contested by Formula One, which has attracted a growing roster of trading and CFD brands in recent seasons, alongside long-standing football activity.Arsenal and HFM said initial activations will launch later this season, with supporter experiences and content formats expected to be rolled out across the club’s platforms and matchday environment.