London-listed BNN Technology has signed a deal to bring Arsenal Football Club merchandise to football-mad consumers in the Chinese market.
BNN will run an online store through Alibaba-owned marketplace Tmall, which accounted for more than half of retail e-commerce sales in China last year.
The deal forms part of an effort by Arsenal to ramp up its online merchandise sales, and to cater to the burgeoning Chinese football market.
BNN is also set to run competitions in China for Arsenal-lovers, which could see them win "money-can't-buy" prizes like meeting players, accessing exclusive club news, and VIP tickets to matches.
The move also further strengthens BNN's position in China's digital commerce market, as it creates closer relationships with Alibaba, the golden company of China's online shopping boom.
Stock market commentator Mike Walters said: "The contract for BNN to create and operate an online Arsenal store in China is one more significant move in the plan to embed BNN at the heart of China’s massive e-commerce and technology market."
He added: "Significantly, senior executives from Alibaba were at the launch of the Arsenal Tmall store, suggesting that they are taking BNN seriously."