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.