Arsenal, Silverstone, and Manchester City Announce Key Partnerships
Major developments across the sports world this week see Arsenal FC solidify its security infrastructure, Silverstone enhance its ticketing experience, and Manchester City expand its entertainment offerings. These partnerships highlight a growing trend of sports organizations leveraging strategic alliances to improve fan experience, safety, and revenue streams.
Arsenal Partners with ADT for Enhanced Security
Arsenal Football Club has entered into a multi-year partnership with security specialists ADT, marking the company’s first venture into sports sponsorships. ADT will serve as the club’s official security partner and official community security partner, extending its services to both the men’s and women’s first teams.
The collaboration will focus on bolstering security measures at Emirates Stadium, the Sobha Realty Training Centre, and the Arsenal Academy in Hale End. ADT branding will be prominently displayed during domestic men’s and women’s home fixtures at Emirates Stadium and integrated across Arsenal’s digital platforms, including the club’s app. The partnership will as well include community events, matchday experiences, and educational content for supporters.
Juliet Slot, Chief Commercial Officer at Arsenal, stated the partnership will enhance the safety and security of supporters and personnel, leveraging ADT’s 150 years of expertise to develop an improved security system. The collaboration also supports ADT’s ‘inclusion in security’ campaign, aligning with Arsenal’s commitment to inclusivity.
Silverstone Renews Ticketing Partnership with SECUTIX
Silverstone has renewed its partnership with ticketing technology company SECUTIX, continuing a successful collaboration that began in 2021. The renewed multi-year agreement will focus on innovation in fan experience, ticketing, and data intelligence.
Since implementing the SECUTIX platform, Silverstone has seen significant improvements in fan engagement and operational efficiency, contributing to the success of the 2025 British Grand Prix, which welcomed over half a million spectators. Key features include the Silverstone Ticket App, offering mobile scanning for faster entry, easy ticket transfers, and real-time updates. The platform also consolidates general admission and hospitality sales.
For the 2026 British Grand Prix, Silverstone will introduce SECUTIX’s ticket protection service. Nick Read, Chief Commercial Officer at Silverstone, highlighted the transformative impact of SECUTIX’s technology on ticket sales, management, and fan understanding, emphasizing the invaluable insights gained through the partnership.
Manchester City Plans Immersive Entertainment Venue
Manchester City has submitted a planning application to Manchester City Council for a new immersive event venue at the Etihad Campus, set to host the present Mamma Mia! The Party.
Developed in collaboration with investors and producers Pophouse Entertainment, the proposed three-story venue will accommodate up to 600 guests for a theatrical dining experience. This development complements the new Co-op Live arena and the Etihad Stadium’s expanded North Stand, furthering Manchester City’s ambition to establish East Manchester as a year-round entertainment destination.
Danny Wilson, Managing Director of Manchester City Operations, expressed excitement about the proposal, emphasizing the potential to bring a world-renowned event to Manchester and create opportunities for the local community through jobs and training.
Northamptonshire County Cricket Club Extends Partnership with Tempeo
Northamptonshire County Cricket Club has extended its partnership with recruitment and workforce solutions provider Tempeo for a second year. Tempeo’s branding will continue to be visible at the club’s Wantage Road ground, and the company will maintain its involvement with the 1878 Business Club and hospitality during T20 Blast matches.
Michael Berkshire, Co-Founder of Tempeo, highlighted the value of the partnership in connecting with businesses in Northampton and strengthening the company’s local presence. Daniel Vernon, Chief Operating Officer at Northamptonshire, praised Tempeo’s consistent quality and contribution to the club.