Hotels.com renews partnership with Arsenal as it invests in football fandom marketing, with data showing growing demand from travellers to turn sporting passions into memorable trips

Hotels.com and Premier League Champions Arsenal have today extended their global partnership, continuing a relationship that has connected supporters with travel experiences since 2023.

The multi-year agreement will see Hotels.com continue its role as an Official Partner of Arsenal and comes as demand for football-led travel continues to grow, with more supporters travelling to experience the teams, players and competitions they care about most.

The renewed agreement will see Hotels.com retain a strong presence across Arsenal’s Men’s and Women’s teams and platforms. This includes prominent matchday visibility at Emirates Stadium, access to players, and rights to create content and campaigns that engage supporters around the world.

As Premier League champions, Arsenal’s influence extends far beyond matchday, offering Hotels.com a culturally relevant channel, with reach across key strategic travel markets for the brand.

The Arsenal partnership has already proven highly effective in elevating Hotels.com’s brand presence among supporters worldwide. The collaboration has driven notable increases in awareness and consideration, while delivering exceptional global exposure and strong media value across the season.

 Hotels.com has seen growing demand from travellers looking to turn their sporting passions into memorable trips. Data from Hotels.com revealed that during the Champions League Final weekend, searches for stays in Budapest increased by 1,300%*, compared with the same period the previous year. The final two months of the Premier League season also saw travel searches for north London spike 30%** on match days.

With millions of supporters around the world, Arsenal’s global supporter base provides a powerful opportunity to inspire travel and reach communities across different countries to provide them access to curated travel packages, helping them support their team across the country and in Europe.

Over the coming seasons, Hotels.com and Arsenal will collaborate on campaigns and content designed to bring supporters closer to the club and inspire their next journey.

The renewal reflects a shared commitment to creating experiences that connect supporters with the moments, places and communities that make football special.

Natalie Wills, Senior Vice President of Integrated Marketing and Creative at Hotels.com, said:

“There’s no question football has a unique power to unite supporters in a shared passion they’ll cross borders for. As more travellers plan trips around meaningful experiences, we’re investing in partnerships that allow Hotels.com to show up in those moments of inspiration and intent.

“We’ve seen this partnership work. Arsenal gives us cultural resonance, access to the kind of globally engaged traveller we want to reach, and football is an important way for Hotels.com toconnect passion with travel. We’re excited to extend our relationship and continue the partnership we’ve created together.”

Omar Shaikh, Global Partnerships & Ventures Director at Arsenal, said: “We’re delighted to continue our partnership with Hotels.com at such an exciting time for the club. Our supporters are at the heart of everything we do, and our partnership has helped create new ways for our global community to connect with us and share in some of our most memorable moments. We’re ambitious about building on those foundations, winning more together, growing this incredible community and deepening the connection our supporters feel with our club wherever they are in the world. Our partners play an important role in those ambitions, and Hotels.com shares our passion for bringing our communities even closer to us. We’re excited for the memories and experiences we will continue to create together in the years ahead.”

ENDS

FAQ: Hotels.com and Arsenal partnership

Q: How long is the Hotels.com and Arsenal partnership extension?
A: The renewed agreement extends the Hotels.com and Arsenal partnership for a further three years, covering the next three football seasons.

Q: What does Hotels.com gain from partnering with Arsenal?
A: Hotels.com gains LED visibility on matchdays, access to men’s and women’s team talent, and rights to create content and campaigns for Arsenal supporters, helping the brand reach a large, highly engaged global fanbase.

Q: How does this partnership link football and travel?
A: The partnership is designed to connect football fandom with travel by inspiring supporters to turn following their favourite teams, players and competitions into trips, from domestic away days to international tournaments.

Q: Which fans will be reached through the renewed partnership?
A: The collaboration focuses on Arsenal’s global fanbase, which spans key travel markets across Europe, North America, Asia and beyond.

Q: Why is sports-led travel important for Hotels.com right now?
A: Hotels.com is seeing rising demand from travellers who plan trips around major sporting events and football seasons and is investing in partnerships that allow the brand to be visible at those key moments of inspiration and intent.

Notes to Editors

*Data based on lodging searches made on Hotels.com U.K. from 6 – 30 May 2026 for stays in Budapest on 29 or 30 May 2026, compared to the same dates in 2025
**Data based on lodging searches made on Hotels.com U.K. from 1 April 2026 – 18 May 2026 for check-in on match days only, compared to the same dates in 2025