Arsenal and launch AR matchday programme

Thursday, May 13, 2021

By: Sport Industry Group

Arsenal’s Official Betting Partner,, will launch a new augmented reality matchday programme in partnership with the club, using the technology to bring players and content into fans’ living rooms.

The initiative will leverage’s matchday rights with the Premier League side digitally and brings to life all the components of a traditional matchday programme - including Captain’s Notes from a virtual Pierre-Emerick Aubameyang, player profiles, quickfire interviews, footage from the training ground and an interactive AR squad selector that lets fans pick their team for the match ahead.

The programme will be hosted on a private app and ‘activated via influencers’ for the remainder of the 20202/21 season. The brand has teamed up with world champion freestyler Sean Garnier, entrepreneur Leo Dasilva, and esports platform 433 Esports.

“We are always looking for new ways to connect and engage with our global fanbase and give them an incredible experience, whether that’s inside Emirates Stadium or in their own home,” said Peter Silverstone, Commercial Director, Arsenal.

“ shares this attitude and approach and it has been fantastic to work together to deliver this new and innovative service to our supporters. Everyone at the club is extremely excited to welcome all our supporters back to Emirates Stadium imminently, but until then this programme is an exciting and innovative way of bringing fans closer to the players, and the action, than ever before.”

The move is the second AR matchday activation in recent months from, developed by its creative and PR agency Fuse. The brand also created virtual reality stadium tours for another of its Premier League partners, Southampton, which also saw it activate matchday rights despite games taking place behind closed doors.