Arsenal Appoints Helios to Lead the Way Into China

Global sports marketing firm to handle several major initiatives that will establish the popular EPL football club as a major force in China

LONDON04 February 2010 — North London-based Arsenal Football Club has selected Helios Partners to provide marketing expertise and consulting services as they aim to dramatically expand their presence and fan base in China.

Included within the scope of services for Helios will be local partner management, the development of a commercial marketing strategy and a broad range of other activities that are part of Helios' China Playbook - the comprehensive tactical plan devised to ensure long-term success for sports properties within the China market.

We are very pleased to have one of the world's leading agencies working on our behalf in China," said Tom Fox, Arsenal's Chief Commercial Officer. "Helios provides the on-the-ground capabilities and depth of experience within China that we need to build the support and passion for Arsenal Football Club."

Helios adds this appointment to a growing list of football-related consulting engagements, including their past role as the marketing agency for FIFA's 2007 Women's World Cup, and their current management of Russia's bid to secure host nation status for the 2018 or 2022 World Cup. As part of their services for Arsenal, Helios will oversee the development of youth-oriented grassroots initiatives throughout the country, including a programme that will serve as an extension of the Arsenal Soccer School.

"Arsenal understands the importance of a long-term commitment to China, and this is exactly how it is done," said Chris Renner, President of Helios China, whose previous activity includes the development of the Chinese Football Association's Team China programme. "We are thrilled to be a part of this effort to bring one of the world's most recognisable sports brands to the world's most populous country."

The Helios China Playbook includes strategic initiatives that take full advantage of all opportunities, including those related to media, merchandising, apparel and promotional activities. This broad approach serves to grow both the participation in the sport and affinity for the brand by ensuring all elements work in concert.

With offices in Atlanta, Beijing, London, Paris, and Zurich, Helios delivers high-quality sports consulting services to a wide range of global corporate sponsors, sports properties and cities seeking to host major international sports events. Most recently, Helios played a major role in helping the sport of golf return to the Olympic Games after an absence of 105 years.

For additional information please visit or contact:

In China:
Chris Renner

In the United Kingdom:
Li Li Leung
+44 (0) 207 427 2621

In North America:
Kevin Donovan

Arsenal Football Club

Arsenal is one of the leading clubs in world football with a strong heritage of success, progressive thinking and financial stability. Arsenal Football Club was founded in 1886 in Woolwich, south London, before moving to Highbury in north London in 1913.

More than 100 years on, Arsenal has an impressive roll of honour: English League Champions 13 times, FA Cup winners 10 times, League Cup winners twice, European Cup Winners' Cup (1994), and European Fairs Cup (1970) winners once. In addition, Arsenal Ladies are the most successful English club in women's football.

Arsenal's Manager since 1996 has been Frenchman Arsène Wenger. Wenger is Arsenal Football Club's most successful manager, and his honours include three League titles, four FA Cups, and four Charity/Community Shields, including two League and Cup 'doubles' in 1998 and 2002.

In 2006 Arsenal embarked on a new chapter in its history with a move from its home of 93 years, Highbury Stadium, to the new state-of-the-art 60,000-seater Emirates Stadium, which is the most technologically advanced and highest grossing football club stadium in the world and will further position Arsenal as one of the world's leading clubs, both on and off the field.

The holding company - Arsenal Holdings plc - is quoted on the PLUS market (formerly known as 'OFEX'). The Group recently announced an after-tax profit of £35.2 million (2008 = £25.7 million) with a turnover of £313.3 million (2008 = £223.0 million).

Arsenal has over 27 million fans globally and boasts the highest paid membership in world football.

For further information about Arsenal Football Club, please visit


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