Kieran Maguire: Arsenal to exploit 'massive' untapped market as 'critical' new deal announced
The Arsenal commercial department can use the power of celebrity to reach a “massive” new untapped audience.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Gunners’ new deal with sports hydration drinks brand Prime.
Arsenal announced last Wednesday (27 July) that they partnered with Prime, which was co-founded by YouTube superstars KSI and Logan Paul.
The internet celebrity duo have amassed nearly 50million subscribers on the video platform and have also branched out into the lucrative celebrity boxing market.
KSI is a boyhood Gunners supporter and called the commercial tie-up a “childhood dream” come true.
Maguire used the example of video games to illustrate how the likes of Arsenal can tap into a market of consumers who might not necessarily identify as football fans.
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“Broadening demographics is massive from football clubs’ perspectives,” he told Football Insider’s Adam Williams.
“Our lives might be ruled by football but that just is not the case with everyone you meet. Having people who can introduce the club to a new audience is absolutely critical.
“For many people, football is not a sport but a computer game, for example. EA recently released their accounts and they have generated huge profits via the Fifa game series.”
Arsenal recorded revenue of £327.6m for the 2020-21 financial year, £130m of which was commercial income.
Mikel Arteta’s side begin their 2022-23 campaign away to Crystal Palace on Friday (5 August).