Citroen and Arsenal extend their partnership

Article by Christian Andrei, on August 25, 2011

Citroën revealed that it has extended its partnership, for three more years, with Arsenal Football Club as the Official Automotive Partner. Under its previous agreement made three years ago, the company worked with the Club to come up with various projects.

One of these involved working with cartoonist Gerald Scarfe to create the Ultimate Fan’s Car for the benefit of the Teenage Cancer Trust. Just early this year, the company also worked with first-team members of the Club and Ian Cook, a radio-control car artist, to offer a painting. This was then auctioned during the Centrepoint, the 2010/11 Charity of the Season of Arsenal. This collaboration also resulted in the Advanced Driver Training Programme which was aimed at helping the team’s young reserve players get more awareness, as well as safety, when driving.

According to Arsenal Football Club Head of Global Partnerships Vinai Venkatesham, the Club is happy to renew this agreement considering the strength of this relationship. He also said that it comes as no surprise that this agreement would be extended and expanded even further. Since starting this partnership in 2008, he added, Citroën has managed to bring in a lot of enthusiasm and even played a supportive part of the community projects of the Club as well as the Charity.

The Club hopes that this will continue. He also described this time as an exciting period as Citroën has a plan to roll-out the award-winning DS line-up. Venkatesham added further that the Club is looking forward as well to a number of combined programs that will occur across Europe and later China.

Citroën UK Managing Director Linda Jackson meanwhile commented that by partnering with Arsenal for three more years, it will enable the company to develop and even build on its positive relationship with what may be one of the most successful football clubs of this period. Citroën has long been known to have ambition, creativity, and a unique style, she added, qualities that Arsenal has also shown.

Aside from having a presence at Emirates Stadium, the company will also extend the integrated partnership programme through new marketing, promotional activities, digital campaigns, and dealers. Under the new agreement, the company will also help promote its partnership to areas beyond the U.K., like those within Europe or even in China. In addition to being able to continually use a number of the company’s vehicles, the staff and coaches of the Club will get the opportunity to be inside new models like the Citroën DS4 or the Citroën C4.

They can even get the chance to be in what Top Gear Magazine calls as the Car of the Year, Citroën DS3. The company’s versatile LCV line-up meanwhile will not only be transporting training equipment around the U.K. but will also be utilized to help with the different community outreach programs sponsored by the Club.

Press Release

CITROËN & ARSENAL EXTEND PARTNERSHIP

New deal signed as 2011/12 Barclays Premier League Season kicks off

Citroën is strengthening its partnership with Arsenal Football Club, as the Club’s Official Automotive Partner, in a new three year extension to the existing agreement.

In addition to a significant branding presence around Emirates Stadium, Citroën will develop its integrated partnership programme, with new marketing, digital, dealer and promotional activities. As part of its expanded relationship, Citroën will also be promoting its association with Arsenal outside the UK, within Europe and China.

Retaining the use of Citroën’s squad of talented vehicles, coaches and staff will benefit from recently introduced models such as the non-conformist New Citroën DS4, the New Citroën C4 and the instantly recognisable Citroën DS3 - Top Gear Magazine’s Car of the Year.

Citroën’s highly versatile LCV line-up will be used to transport training equipment around the country, as well as supporting the Club’s community outreach programmes.

Linda Jackson, Managing Director at Citroën UK, commented; “Teaming up with Arsenal Football Club for another three years will allow us to develop and build on our positive association with one of the most successful English football clubs of the modern era. Citroën is recognised for creativity, distinctive style and ambition, and we’re proud to be supporting a team like Arsenal that shares those same values.”

Vinai Venkatesham, Head of Global Partnerships at Arsenal Football Club, added: “We are delighted to be renewing with Citroën. Given the strength of our relationship, it was only natural that both parties wanted to extend and expand this successful affiliation further. Citroën has brought a huge amount of enthusiasm to the partnership since 2008 and played a very supportive role in our Charity and community projects; we hope to see that continue. It’s also an exciting time to be working with them as they continue to roll-out their award winning DS range, and we look forward to developing a number of joint initiatives to run throughout Europe and China.”

Citroën has worked with Arsenal on a number of projects during the last three years, creating the Ultimate Fan’s Car with cartoonist Gerald Scarfe in aid of Teenage Cancer Trust. Earlier this year, Citroën worked with radio-control car artist Ian Cook and members of the Arsenal first-team to produce a painting that was auctioned in aid of the Club’s 2010/11 Charity of the Season, Centrepoint. Citroën also introduced an Advanced Driver Training Programme for Arsenal’s young reserve team players to increase their awareness and safety behind the wheel.

Topics: citroen, partnership

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