Arsenal takes to Australia with Destination NSW

English Premier League football club Arsenal has agreed a multi-year partnership with Destination NSW, the tourism and major events agency for the Australian state of New South Wales.

The deal, which names Destination NSW the club’s official tourism partner for Australia, will award the agency a number of branding rights.

Destination NSW will be granted LED perimeter advertising during home games at the club’s Emirates Stadium and will also partake in promotional activities with Arsenal players past and present.

In addition, the agency will team up with Arsenal on various digital and social promotions and in-stadium activations. Destination NSW will also receive hospitality packages on matchdays.

Arsenal will play two pre-season matches against Australian A-League teams Sydney FC and Western Sydney Wanderers in July 2017 as part of the agreement, which marks the club's first partnership deal in Australia.