Show Notes
Most football clubs are built around matchday but not Arsenal. As it enters its 140th year, the team in a lot of ways, is only just getting started.
In this episode of Frontier CMO, Josh travels to London to meet Juliet Slot, Chief Commercial Officer at Arsenal Football Club, on home turf to go inside the playbook behind one of the most engaged global fanbases in sports.
From the rapid rise of the women’s league to the clubs’ staying power of “cool,” Juliet shares why serving your fanbase is better than trying to sell them.
This conversation lands at a historic moment with the club reaching its first UEFA Champions League Final in 20 years and is within reach from capturing the Premier League title. As FIFA tournaments kick off around the globe, this is your front row ticket to exploring how one of the world’s biggest clubs is making its mark across platforms, geographies, and generations.
00:00 Arsenal’s Global Brand Philosophy
02:00 Serving Fans Beyond Match Day
04:10 Building a Modern Global Football Brand
06:00 Fashion, Culture & the Arsenal Identity
07:30 Personalization, Content & AI Strategy
09:40 Understanding Different Types of Fans
10:45 Measuring Real Fan Engagement
12:30 The Viral Women’s Football Dating Campaign
14:00 Fans as Co-Creators of the Arsenal Brand
16:30 Authentic Marketing vs. Over-Selling
18:40 Growing Arsenal Women Into a Global Business
22:45 Choosing the Right Brand Partnerships
24:20 Purpose-Driven Campaigns & “No More Red”
25:45 Creating One Unified Club Culture
27:00 Winning Beyond Trophies
29:20 The Future of Sports, Tech & Virtual Viewing
32:00 Why Arsenal Resonates Around the World
34:00 Final Lessons on Community & Long-Term Growth
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