HFM & Arsenal

HFM wanted to elevate its global brand presence and strengthen its credibility in a highly competitive financial services landscape. The challenge was to find a single platform capable of reaching all of its priority markets, particularly in Southeast Asia, while reinforcing the brand’s values of ambition, discipline and long-term performance. With audiences sceptical of traditional financial advertising and expecting more culturally relevant brand behaviour, HFM needed a partnership that could deliver global scale and emotional resonance without compromising trust across regions.

Elite football clubs command global loyalty and long-term trust, two qualities that are increasingly rare in financial services. Arsenal’s reputation for developing talent, competing at the highest level and maintaining a clear identity over decades made the club a natural fit for a brand seeking to communicate ambition and consistency. The opportunity was to align HFM with a club whose values and global footprint could reinforce the brand’s positioning globally.

Playmaker supported the development of a global partnership between HFM and Arsenal, positioning HFM as the club’s Official Trading Partner. The partnership was built around shared values of performance, discipline and long-term growth, with HFM integrated across Arsenal’s global digital ecosystem, matchday assets and international fanbase touchpoints. To deliver meaningful reach across key markets, the rights package included LED visibility, club and player IP, social and digital content, VIP hospitality and ticketing, player access and event opportunities at club facilities. This combination of assets enabled HFM to communicate its message through a trusted and culturally powerful platform, supported by content and experiences that resonated globally.

The partnership immediately expanded HFM’s visibility across key global markets, leveraging Arsenal’s reach in Europe, Asia, Africa and the Middle East. Just two months after the partnership was announced, Arsenal went on to win the Premier League, with HFM visible around the Emirates during famous victories against Newcastle, Fulham and Burnley, moments that were broadcast globally and amplified across social channels. Early content releases generated strong engagement across Arsenal and HFM platforms, helping position HFM as a credible and ambitious global brand. The partnership also enabled high-impact market activations, including a successful trading event with Bacary Sagna in South Africa, which brought the brand’s message to life for local audiences. Anchored by the Master The Moment brand campaign, the collaboration provided HFM with a long-term platform to build brand equity, deepen audience trust and differentiate itself from competitors through association with one of the world’s most recognisable, high-performance sports organisations.

Arsenal’s global fanbase and reputation for excellence provided HFM with a partner capable of delivering both scale and credibility. The partnership announcement generated widespread media coverage and strong positive sentiment, validating the strategic alignment between the two brands. The collaboration demonstrated Playmaker’s ability to identify and secure partnerships that reinforce brand values while delivering meaningful global impact.