Published on January 27th, 2026
Location: Global
SPORTFIVE Reimagines TCL & Arsenal Partnership to Inspire Greatness
London, 27 January 2026 - Arsenal FC and TCL, have unveiled a new global campaign, bringing TCL’s brand idea Inspire Greatness to life as part of their ongoing work with global sports marketing agency SPORTFIVE.
SPORTFIVE has unveiled a new global campaign for TCL, one of the world’s fastest-growing consumer electronics brands, bringing its global platform Inspiring Greatness to life through TCL’s multi-year partnership with Arsenal Football Club.
The campaign follows SPORTFIVE’s successful pitch to transform TCL’s global brand idea into a distinctive partnership platform with Arsenal FC, a club synonymous with greatness, from the legacy of The Invincibles to the women’s Champions League triumph in 2025.
Moving beyond a traditional sponsorship model, the campaign is built on a simple truth: for millions of Arsenal fans worldwide, greatness isn’t confined to the Emirates Stadium. It’s experienced wherever fans gather to watch, in living rooms, pubs, cafés, barber shops and family homes across the globe.
“We wanted TCL to be part of Arsenal’s culture, not just another sponsor. True greatness isn’t just about winning, it’s about the moments that inspire: Bergkamp’s wonder flick, Alex Scott’s Champions League winner, Rice’s free-kick brace. TCL TVs are the window to those moments, inspiring millions, week in, week out.”
Ash Bendelow Chief Creative Officer, SPORTFIVE
At the heart of the campaign is a hero film that acts as a love letter to Arsenal fandom. It captures the rituals, shared moments and everyday spaces where greatness is lived, from North London to global communities, reminding fans that while greatness is forged on the pitch, it’s felt everywhere else.
TCL TVs play a natural role throughout the film, positioned as the window that brings Arsenal’s defining moments closer to its global fanbase.
The film stars Bukayo Saka, recently appointed as a global TCL brand ambassador, alongside players from both Arsenal’s men’s and women’s teams. Positioned at the centre of the story, Saka becomes the conduit between club and supporters, much like a TCL TV screen, connecting fans to the moments that define greatness.
The campaign was written, created and produced by SPORTFIVE’s Production Studio.
Speaking on the campaign, Ash Bendelow Chief Creative Officer, SPORTFIVE, said: “We wanted TCL to be part of Arsenal’s culture, not just another sponsor. True greatness isn’t just about winning, it’s about the moments that inspire: Bergkamp’s wonder flick, Alex Scott’s Champions League winner, Rice’s free-kick brace. TCL TVs are the window to those moments, inspiring millions, week in, week out.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About TCL
Founded in 1981, TCL—short for "The Creative Life"—embodies creativity in every aspect of life. As a leading technology company, TCL is dedicated to delivering innovative solutions—including TVs, smartphones, audio products, smart home devices, display technologies, and clean energy—that enhance customer experiences through TCL Industries and TCL Technology.
As of now, with 47 R&D centers and 39 manufacturing bases globally, TCL operates in over 160 countries and regions, cementing its position as a globally competitive smart technology brand. To further inspire greatness, TCL has become an official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category.
Press contacts
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Dominic Mills
Marketing & Communications Manager, UK
dominic.mills@sportfive.com
