Arsenal FC partners with Chinese lottery provider DJI

English Premier League side Arsenal have signed a three-year partnership with Chinese lottery provider DJI Holdings.

The agreement sees the company, which develops, promotes and distributes authorised sports and welfare lottery products in China, become the soccer club’s official lottery partner in the country.

Under the terms of the deal, DJI will offer fans and participants weekly prizes, including team merchandise and tickets to attend matches at Arsenal’s Emirates Stadium. Sports lottery players in China will also have access to a range of exclusive Arsenal content on a regular basis throughout the term of the agreement.

DJI is available to lottery players online, via mobile and through retail stores across China, with proceeds used to support causes, including the development of soccer, at a local level.

Arsenal’s chief commercial officer, Vinai Venkatesham, said: “We have a big fan following in China and this partnership is a result of a lot of work growing our presence there.

“We have toured China twice and have developed significant on-line followings through social media platforms and dedicated local language website.”

Darren Mercer, the chief executive of DJI Holdings plc, said: “This is an exciting partnership of two international players at the top of their game.

“DJI is committed to being the leading provider of lottery content in China and its robust, versatile technology platform makes it ideally placed to support top-flight football clubs like Arsenal as they seek to engage with fans through fast growing digital channels, particularly mobile.”

By Mike Kennedy, taken fromSportsPro.