Arsenal, Silverstone & Man City: Latest Sports Partnerships & Venue News

The business of sport continues to evolve, with a flurry of partnership announcements demonstrating the increasing convergence of entertainment, technology and fan experience. This week saw Arsenal forge a new security partnership, Silverstone extend its ticketing technology collaboration, Manchester City unveil plans for an immersive entertainment venue, and Northamptonshire County Cricket Club renew a recruitment-focused sponsorship.

Arsenal Bolsters Security with ADT Partnership

Arsenal Football Club has entered into a multi-year partnership with security specialists ADT, marking the company’s first foray into the world of sports sponsorships. The agreement designates ADT as the club’s official security partner, extending to both the men’s and women’s first teams, and too as the official community security partner. This collaboration will notice ADT leverage its expertise and technology to enhance security protocols at Emirates Stadium, the Sobha Realty Training Centre, and the Arsenal Academy in Hale End.

The partnership extends beyond mere security enhancements. ADT branding will be prominently displayed at all domestic men’s and women’s home fixtures at Emirates Stadium, and integrated across Arsenal’s digital platforms, including the club’s app. Crucially, the partnership will also encompass community events, matchday experiences, and educational content for supporters.

Juliet Slot, Chief Commercial Officer at Arsenal, emphasized the multifaceted nature of the deal. We’re delighted to welcome ADT as our Official Community Security Partner. We are excited to be working with them to enhance the safety and security of our supporters and everyone at our sites. ADT is a leader in its field, and by utilising their 150 years of expertise, we will be able to develop and integrate a new and improved security system at Emirates Stadium, our training centre and our academy. Slot also highlighted the alignment of values, noting ADT’s commitment to an inclusion in security campaign and its potential to contribute to Arsenal’s on-field ambitions: Their support and investment will also help to drive our ambition to win major trophies.

Silverstone and SECUTIX Extend Ticketing Innovation

On the motorsport front, Silverstone has renewed its partnership with ticketing technology company SECUTIX, solidifying a relationship that began in 2021. The extended agreement will continue to prioritize innovation in fan experience, ticketing processes, and data intelligence. Since implementing the SECUTIX platform, Silverstone, home to the Formula 1 British Grand Prix, has reported significant improvements in fan engagement and operational efficiency. The 2025 British Grand Prix, which welcomed over half a million spectators, benefited directly from these advancements.

A key component of the collaboration has been the introduction of the Silverstone Ticket App, offering mobile scanning for expedited entry, simplified ticket transfers, and real-time updates via push notifications. The platform also streamlines sales by integrating general admission and hospitality ticketing, creating a unified premium experience. Looking ahead to the 2026 British Grand Prix, Silverstone will introduce SECUTIX’s ticket protection service, further enhancing security for attendees.

Nick Read, Chief Commercial Officer at Silverstone, expressed his satisfaction with the partnership’s progress: We’re delighted to extend our relationship with SECUTIX. Their technology has transformed how we sell, manage, and understand our tickets and fans. The insights we gain from the partnership are proving invaluable in helping us deliver what is now the world’s leading Formula 1 event in terms of both scale and revenue. We’re excited to build on this success with new services and functionality.

Manchester City Eyes Immersive Entertainment with ‘Mamma Mia! The Party’

Manchester City is expanding its footprint beyond the pitch with a planning application submitted to Manchester City Council for a new immersive event venue at the Etihad Campus. The proposed venue will host Mamma Mia! The Party, a theatrical dining experience, in partnership with investors and producers Pophouse Entertainment. The planned three-story venue will accommodate up to 600 guests per show.

This development forms part of the larger Medlock Square project and complements the existing Co-op Live arena and the Etihad Stadium’s expanded North Stand. Manchester City’s ambition is to establish East Manchester as a year-round entertainment destination, diversifying its offerings beyond matchdays.

Danny Wilson, Managing Director, Manchester City Operations, underscored the club’s commitment to the local community: Working with Pophouse, the Club’s latest proposal to further develop the Etihad Campus is an incredibly exciting opportunity for both East Manchester and the wider city more generally. We know there is ever increasing demand for more immersive, entertainment experiences in the North of England and we are incredibly proud to have put forward plans for consideration by Manchester City Council to bring a world-renowned event to Manchester’s newest entertainment destination, Medlock Square. As with all of our developments, we remain focused on ensuring that our local community benefit from any new facilities, not only in terms of jobs and training during construction, but through our local supply chain and permanent jobs across the Campus enabling local people to build their careers with us.

Northamptonshire County Cricket Club Renews Recruitment Partnership

In cricket, Northamptonshire County Cricket Club has extended its partnership with Tempeo, a recruitment and workforce solutions provider specializing in the construction, infrastructure, and civil engineering sectors. This renewal marks the second year of collaboration between the club and Tempeo.

The partnership will continue to feature Tempeo’s branding on the perimeter of the club’s Wantage Road ground, as well as involvement with the 1878 Business Club and hospitality access during T20 Blast matches. Michael Berkshire, Co-Founder of Tempeo, highlighted the benefits of the partnership: We are proud to be renewing our partnership with Northamptonshire County Cricket Club for a second year. Our first year with the Club and the 1878 Business Club created fantastic opportunities to connect with businesses across Northampton and strengthen our presence in the local community. At Tempeo, we believe strong regional partnerships are essential to building a successful and responsible business. Northampton is an important part of our growth journey, and continuing our relationship with such a historic club reflects our commitment to supporting the business networks and communities that help our brand grow.

Daniel Vernon, Chief Operating Officer at Northamptonshire, echoed this sentiment: Our relationship with Tempeo is an exciting one that’s fast growing. Their work is contemporary, consistent and of high quality and we see them as a real asset to the Club. I’m looking forward to welcoming Johnathon and Michael back to Wantage Road this year and working alongside them in 2026.