BrandArena: Huawei Turns to Europe Football Clubs to Market Phones

Tuesday 22 July 2014

Huawei Turns to Europe Football Clubs to Market Phones

As China’s Huawei Technologies tries to sell more smartphones in Europe, the company is turning to the region’s popular football clubs for help. The latest — and the most obvious — move is a smartphone unveiled this week by Huawei and English Premier League team Arsenal Football Club.

The Ascend P7 Arsenal Edition comes with the north London club’s crest on the back, dozens of Arsenal wallpaper images, pre-loaded soccer video games like FIFA 14 and an app that provides updates on matches. Huawei says this is the first time it is selling  a  soccer club edition of a smartphone. The description on the new phone’s official Web site launched by Huawei and Arsenal reads: “Arsenal fans deserve a smartphone that reflects the quality of their team.”

The Arsenal phone is the latest example of Huawei’s focus on soccer as one of its main branding themes in Europe.

Vinai Venkatesham, the sales and marketing director at Arsenal Football Club, said: ‘The experience for our fans both live and digitally is very important to us, so we’re really excited about the launch of the Huawei Ascend P7 Arsenal Edition.’

‘This new limited edition smartphone is designed to help our fans remain connected to the club wherever in the world they are. We are delighted to be collaborating with Huawei in this way at such an exciting time in the development of its brand globally, and in particular in the UK and Europe.’

In January, Huawei became Arsenal’s “official smartphone partner” in a deal that also allowed the Chinese company to use the club’s players in its promotional materials world-wide. Arsenal’s partners also include Emirates, Puma, Citroen and Gatorade, among others.

Huawei now has a similar deal in every major European football league. It has, for example, signed partnership agreements with Italy’s AC Milan and Germany’s Borussia Dortmund.  In November, Huawei became an official partner of Spain’s Liga De Futbol Professional. In May, Huawei announced an agreement with Dutch soccer club Ajax to provide its stadium with wireless Internet connections while jointly promoting the Huawei brand.'


  1. Happy for the progress that Arsenal is making. Feel so proud to be a Gunner,