Hotels.com extends global partnership with Arsenal FC

Multi-year renewal keeps Hotels.com as Official Partner

Hotels.com knows where to find fans ready to travel across Europe all year round. Hotels.com and Arsenal are extending the global partnership launched in 2023. Renewed for several years, the agreement keeps the accommodation platform as an Official Partner of the English champions. It underlines a marketing strategy that leans on supporter fervour to inspire trips and, ultimately, to drive search and booking intent.

The Expedia-owned brand, which a few years ago was a ‘travel’ partner of the UEFA Champions League, is not simply putting its logo alongside the Gunners. The deal provides prominent matchday visibility at Emirates Stadium, access to selected players and rights to create content and international campaigns. Over the coming seasons, the partners say they plan to develop experiences and travel offers to help supporters follow their team across the UK and Europe.

Hotels.com has taken the measure of the champions’ popularity, which stretches well beyond the capital. Fans are encouraged to make the most of a match at Emirates or at Meadow Park, where the women’s team plays, to visit London, plan their trip, find a place to stay, hire a car and discover locations tied to their club. In addition, the partnership gives supporters the chance to win tickets and hotel stays.

‘the kind of globally engaged traveller we want to reach’

This announcement leans on football-led demand signals. According to internal Hotels.com UK data, searches for stays in Budapest jumped 1,300% over the weekend of the 2026 Champions League final, in which the London side took part, compared with the same period in 2025. During the final two months of the Premier League season, match days also saw a 30% rise in searches for north London.

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

“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 to connect passion with travel. We’re excited to extend our relationship and continue the partnership we’ve created together,” Wills added.

From the club’s perspective, the deal supports the ambition to bring its international community closer to its biggest moments, beyond matchday alone. After integrating Arsenal into its Travel Shops programme and deploying tools to measure demand linked to major sporting events, Expedia is doubling down on connecting places, communities and memories around football, with activations designed to turn that passion into travel intent.