Arsenal FC teamed up with Indian EdTech Extramarks, a global provider digital learning solutions, for a regional strategic partnership that sees the brand become the club’s exclusive official learning partner in India, South Africa, Indonesia and the Middle East.
The multi-year deal enables Extramark to combine football and education in order to further drive awareness of its brand and its offerings, to attract new learners throughout the region and to sell access to its ‘Complete Learning Solutions’. It will also see Extramarks develop and promote soccer-themed grassroots-level learning programmes, football workshops, and incentivise customers through Arsenal player meet-and-greets, club-related competitions and experiences to drive engagement with its schools and its learners.
The partnership will see the club and company work together to make learning experiences more engaging and rounded both on-field and in the classrooms and was initially promoted through a new sponsor announcement video running across both club and brand online platforms from 3 February supported by a set of teaser and new partnership announcement social content pieces.
As well as the launch campaign creative, Extramarks said that it will reinforce its recently revamped brand identity and 360-degree learning solutions for in-school and at-home learning through various Arsenal-related marketing, advertising and promotional activities and explore opportunities to use the tie-up to showcase how football and education together can motivate and inspire schools and learners alike.
Extramarks will also leverage a set of Arsenal digital, social and logistical assets and marks including official club imagery, programmes with club-certified coaches and access to the club’s London Colney Training Centre to support learning opportunities at all levels.
“Arsenal is among the best-supported football teams globally and is known for its elegant style of play. Over the years, the club has built a strong resonance and support with young people in India. These factors make it a terrific format for us to expand our audience exponentially,” explained Extramarks Education CEO Ritvik Kulshreshtha. “Both Extramarks and Arsenal have a rich history, and it is a matter of pride for us to share our passion for inclusive (or holistic) learning by bringing on-field experiences into the classroom environment.”
While Extramarks VP Arpit Agarwal added: “Football is an attractive avenue for fast-paced brands like Extramarks to increase awareness. With a committed fan base in India, the partnership with Arsenal will drive awareness and demonstrate our offerings to a larger audience with a favorable attitude towards digital learning. This is a one-of-its-kind partnership for us, and we are excited to team up with Arsenal in the coming year and create a lot of value for our audiences.”
Arsenal Chief Commercial Officer Juliet Slot commented: “Extramarks is doing brilliant work around the world to make learning more accessible and exciting for young people. Arsenal have millions of followers globally, and we’re delighted to team up with Extramarks to help them reach and engage a new audience with new learning opportunities. From our first-teams to our academy and right across the club, we have a passion for learning and development, and we’re excited to work with Extramarks to combine our expertise.”
Comment
While EdTech companies have been major players in the sports marketing and sponsorship space in India – particularly in cricket with initiatives such as Unacademy’s ‘Learn From Mistakes’ IPL sponsorship and ‘Life Lessons’ campaigns with MS Dhoni and Great Learning’s ‘Great Learning For Great Career’ marketing with Virat Kohli – this is one of the first partnership deals and activations in the Premier League.
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