The time has arrived for footballers to start behaving like influencers. That’s why Arsenal Football Club has launched a brand new app: The Arsenal.
Arsenal has released the first wave of original programming on The Arsenal, a new digital platform designed to bring the club’s storytelling and fan engagement into a single destination for supporters worldwide. The launch is accompanied by a short film featuring both past and present players celebrating the club’s culture and community.
It aims to centralise Arsenal’s media output while offering a more personalised content experience for fans. Through a specialised feed, supporters can explore stories spanning the club’s heritage, game analysis and player-led features. Weekly content drops will form the backbone of the strategy, creating a regular pipeline of new material.
Three flagship series anchor the platform’s initial slate, each offering a different perspective on life around the club: The Link Up, The Big Match, and Modern Leader. The first episodes of all three premiered earlier this month.
The Link Up centres on Bukayo Saka connecting with figures from sport, music and wider culture. The opening episode features a conversation with Grammy-winning artist Tems, filmed at Abbey Road Studios, highlighting the crossover between football and contemporary creative industries.
The Big Match takes a lighter approach, framing supporter culture through a fun matchday dating format. The series pairs Arsenal fans on dates around games, capturing the humour, camaraderie and emotional connections that underpin football fandom.
Meanwhile, Modern Leader explores leadership and elite performance through the lens of captain Martin Ødegaard. The series offers a closer look at his approach to captaincy, professionalism and the mindset required to lead at the highest level.
The platform also includes exclusive content unavailable elsewhere, including a special app-only episode of Only in the Land. The instalment features previously unseen footage from Arsenal Women’s Champions League final.
Alongside original programming, The Arsenal will serve as a central hub for club updates, offering breaking news, matchday insights, interviews, retail launches and ticketing access. The aim is to bring media, community and commerce together in one platform, keeping supporters closely connected to the club throughout the season.
Luke Matthews, Editorial Lead at Arsenal FC, wrote on LinkedIn:
“A real labour of love, it’s a project so many of us have been working on for over 3 years.
“The ambition: to create world-class app experience to serve the half a billion people around the world interested in the club.
“The result: a brand new content strategy and operating model aimed at cementing our place as a leading brand and media powerhouse, as well as being recognised as one of the world’s elite football clubs.
“Our app is truly content-led, bringing together brand new original documentaries and shows, the very best social-first content, audio formats, interactive content and a comprehensive news and written feature offering.”
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