Sobha Realty has extended and expanded its partnership with Arsenal, with the Dubai-based luxury real estate developer becoming the English Premier League club’s first ever training ground naming-rights partner as the two parties explore development opportunities at the London Colney facility.
On Friday, the training ground was renamed as Sobha Realty Training Centre. As part of the same agreement, Sobha Realty becomes a principal partner of Arsenal and the official training kit sleeve partner for the football club’s men’s and women’s teams.
Arsenal and Sobha Realty first partnered in September, with the developer securing naming rights to The WM Club – a premium match day hospitality suite at Emirates Stadium – which has since been redesigned and is now known as ‘The WM Club, Presented by Sobha.’
Sobha Realty branding has also featured at men’s and women’s home fixtures at Emirates Stadium and Meadow Park since the launch of the partnership, supporting the company’s ambitions to grow its brand in the UK, United States and around the world.
Arsenal said the partnership will allow the club to benefit from Sobha Realty’s “unrivalled expertise” in property and real estate to explore development opportunities at the training ground. The club’s chief commercial officer, Juliet Slot, said: “Sobha Realty is a dynamic business with big ambitions.
“We’re excited to build on our partnership and tap into their extensive knowledge in property development. Their unrivalled experience will help us understand and explore the opportunities available to us, ensuring we’re always moving forward with world-class facilities for the future.
“Our exciting new deal is a strong sign of our commitment to building mutually beneficial partnerships which support the objectives of both Arsenal and our partner. This is a groundbreaking agreement for both of us, with Sobha becoming our first-ever training ground naming-rights partner, supporting their global growth ambitions as they seek to establish a stronger presence worldwide.
“Our new partnership shows the strength of our commercial proposition and our ability to grow sustainably by developing commercial opportunities that can be invested back into our club. There has never been a better time to join us on our journey.”
Francis Alfred, managing director of Sobha Realty, added: “The agreement highlights our steadfast commitment towards promoting excellence in both real estate and sports, as it paves new paths of development for both Sobha Realty and Arsenal.
“As the first-ever naming rights partner of Arsenal’s training ground, we seek to leverage our extensive experience in the field of real estate development to create an ideal environment for players and staff. The partnership exemplifies our robust commercial strategy and efforts to establish a stronger presence in international markets.”
Arsenal in July appointed Legends to manage sales and delivery for the club’s non-matchday meetings and events business at Emirates Stadium.