Startups & VCs

Arsenal hedge bets on I Like That

English soccer club invest in e-commerce company through Innovation Lab.

by Sam Carp

Arsenal hedge bets on I Like That

Premier League soccer side Arsenal have invested in sports content-focused e-commerce company I Like That.

The top-flight English outfit made the investment through the Arsenal Innovation Lab, which was launched by the club in September 2017 to work with technology startups to develop new fan experiences.

London-based I Like That was selected alongside six other early-stage organisations to take part in the Innovation Lab to help them develop and scale their businesses.

Arsenal’s investment in I Like That will provide a number of benefits to fans, including the ability to click on an image of their favourite player on the club website and automatically buy their shirt without leaving the page they are on.

“We look forward to working with Arsenal to help us nurture and realise the potential of our technology,” said I Like That founder Sam Mohammadi. "Throughout the Innovation Lab, the opportunity to learn from the Arsenal team and leading startup talent from the US, Israel and across Europe, has provided us with the perfect environment in which to test and adapt our technology.”

“The start-ups who participated in the 2018 Arsenal Innovation Lab were of exceptional quality, and we are delighted to further our relationship with Sam and the I Like That team,” added Arsenal’s retail director, Simon Lilley. “They have a great product that can – and will - improve fan experience at the club, so I am looking forward to continuing to work with them and seeing it grow.”

On the pitch, Arsenal returned to winning ways on Saturday with a 2-0 win at home to London rivals Chelsea. They host a revitalised Manchester United in the fourth round of the FA Cup knockout competition on Friday.