Page 23 - SOBHA REALTY PR REPORT - JUNE 2024

It is a four-year deal and sees Sobha join another local name (Emirates) on the famous
jerseys of Arsenal.

Alongside the shirt placement, the deal involves the luxury property developer putting its
name to Arsenal’s training ground, (the Sobha Realty Training Centre) in the first such
sponsorship deal seen in the Premier League.

Campaign Middle East editor Justin Harper caught up with Sobha Realty’s PR and marketing
team recently in London, on a tour of its swanky Park Lane showroom, Arsenal’s training
ground and its Emirates stadium.

He asked Ashish Parakh, Chief Marketing Officer of Sobha Realty, how it chose the club
among the 20 available in England’s top tier, a league watched by a cumulative audience of
more than 1 billion people.

“Arsenal is a prestigious football club, boasting an exemplary legacy spanning decades and a
prodigious fan base, which aligns with Sobha’s stature as a global brand committed to
excellence,” he said.

“Moreover, Sobha Realty’s meteoric rise to success from humble origins echoes in Arsenal’s
inception as an ammunition workers’ team and its subsequent rise to fame.”

Team game

Parakh draws many similarities between the football club and the property developer.
“Arsenal is underpinned by the ethos of precision, attention to detail, and an unwavering
commitment to excellence on the field.”

A phrase that crops up frequently is ‘the art of detail’ and is one of Sobha’s guiding
principles.

While Arsenal has finished the last two seasons in second place, behind a dominant
Manchester City, the club has enjoyed greatly improved results, high-quality football and
widespread praise for its style of play.

The four-year sponsorship deal will not only see increased visibility but also exclusive brand
opportunities.

https://campaignme.com/behind-the-scenes-of-sobhas-sponsorship-deal-with-arsenal/