Deel Steps Onto the Global Sports Stage
Deel, the global payroll and HR technology platform, is entering elite professional sport through a multi–year partnership with Arsenal Football Club, becoming the club’s Official HR Platform Partner.
The agreement signals a calculated brand expansion for Deel as it leverages one of the world’s most visible football franchises to accelerate global awareness and enterprise adoption, according to a media release issued on Wednesday.
Under the partnership, Deel’s branding will feature across Emirates Stadium and Arsenal’s digital channels, spanning all home fixtures in the Premier League, Women’s Super League, FA Cup and League Cup.
For a B2B platform, the move represents a shift from purely functional marketing to high–profile global visibility, aligning Deel with a club followed by millions worldwide.
Operational Integration at Club Level
Beyond sponsorship, Arsenal will actively deploy Deel’s HR platform to streamline workforce management and internal operations. This positions the partnership as both a commercial and operational collaboration, reinforcing Deel’s pitch as enterprise-grade infrastructure capable of supporting complex, multinational organizations.
Chief Executive Officer and co-founder Alex Bouaziz framed the deal as a natural extension of Deel’s global ambitions, stating that Arsenal’s scale and international reach mirror the company’s own growth trajectory. He described the partnership as a milestone that embeds Deel «at the heart of global football», connecting its platform with professionals and supporters worldwide.
Scaled Platform Backed by Capital
Deel currently supports more than 37,000 businesses and 1.5 million workers across over 150 countries. The company’s scale is reinforced by its October 2025 Series E funding round, which valued the business at $17.3 billion – a valuation that places Deel among the most highly capitalized players in the global HR technology sector.
For financially savvy observers, the partnership illustrates how enterprise software companies are increasingly using premium sports assets to globalize their brands, signal maturity, and de-risk international expansion.
In Deel’s case, the Arsenal agreement is less about fan merchandise and more about positioning – associating its platform with elite performance, global scale, and operational excellence at a time when competition in HR and payroll technology is intensifying.
