Sobha Realty and Arsenal Football Club announced their global partnership with a launch event at Sobha Events Hall, Dubai. The event was produced by Wings Brand Activations, who recreated elements of Emirates Stadium to provide guests with a football-inspired experience.
The venue incorporated Arsenal’s red and white colours, pitch-style visuals, and signage referencing Emirates Stadium. Former Arsenal player Sol Campbell was in attendance, participating in a jersey signing session and interacting briefly with attendees. The event featured anamorphic content that revealed co-branded visuals from Sobha and Arsenal. More than 50 media houses covered the event. Content from the launch, including behind-the-scenes footage, was shared on the digital platforms of both brands.
Sobha Realty becomes Arsenal’s first Global Real Estate Partner. As part of the partnership, the WM Club hospitality suite at Emirates Stadium is now titled “The WM Club, Presented by Sobha Realty.” Additionally, the training ground at London Colney is now known as the “Sobha Realty Training Centre.” The partnership includes collaborative community programs, youth engagement initiatives, and other joint efforts across Dubai, the UK, and selected global markets.
Juliet Slot, Chief Commercial Officer at Arsenal FC, said, “This is our first Official Global Real Estate Partner. We look forward to working with Sobha Realty and supporting its growth as a brand across the world.”
Ravi Menon, Co‑Chairman of Sobha Realty, stated, “Sobha Realty is delighted. This partnership demonstrates our commitment to the highest standards and expands our access to international markets and talent.”
Francis Alfred, Managing Director of Sobha Realty, said, “This is a momentous occasion. Our collaboration is a step towards promoting excellence and growth in both real estate and sport.”
The launch concluded with a drone show over JBR in Dubai, projecting the branding of both Arsenal and Sobha Realty.
