English football club Arsenal FC is confronting significant criticism from its supporter base and pro-Palestinian advocates following the announcement of a new multi-year partnership with Deel, an Israeli-founded human resources and payroll platform. The controversy highlights the increasing challenges sports franchises face when navigating geopolitical sensitivities in commercial decisions.
The club formally revealed Deel as its Official HR Platform Partner on December 12th, but multiple industry reports indicate the company is positioned to become Arsenal’s shirt-sleeve sponsor beginning with the 2026-27 season. This development follows Arsenal’s November announcement that it would not renew its controversial £10 million per year sponsorship deal with Visit Rwanda, which had drawn sustained criticism from human rights organizations and supporters over Rwanda’s alleged backing of militia groups in the Democratic Republic of Congo.
The new partnership has sparked immediate backlash across social media platforms, with critics highlighting Deel’s Israeli origins and the public statements of its co-founder Alex Bouaziz. The entrepreneur has previously expressed support for Israel and Israeli reservists, with reports indicating that Bouaziz and other company executives have purchased clothing and supplies for Israeli soldiers. Many critics argue this alignment conflicts with Arsenal’s public commitments to equality and anti-racism initiatives.
The controversy has additionally revived scrutiny of Arsenal’s December 2024 dismissal of long-serving kit manager Mark Bonnick over pro-Palestine social media posts. This juxtaposition has led some supporters to accuse the club of applying inconsistent standards to employee activism versus corporate partnerships.
While some football business commentators, including former Everton CEO Keith Wyness, have praised the commercial logic of securing a financially comparable sponsor quickly, the overwhelming response from segments of Arsenal’s fanbase has been negative. Calls for merchandise boycotts have emerged alongside accusations that the club has replaced one problematic sponsorship with another equally contentious arrangement.