Powered by Passion
Football partnerships are highly visible. Visibility alone does not create meaning. MG needed a campaign framework that could operate across the entire season while aligning with club guidelines, player access, matchday environments and digital channels. The challenge was to build a system that could hold together across formats, moments and audiences without fragmenting.
LoveGunn developed Powered by Passion as the campaign platform for the 2025/26 season. The strategy connected MG’s brand narrative with Arsenal’s mindset, creating a clear framework that could be applied across every activation point. It provided a consistent direction for content, stadium presence, player integration and community engagement. It also allowed both the men’s and women’s teams to be integrated naturally within the same narrative structure.
Both MG and Arsenal are driven by the same underlying force: passion.
For Arsenal, passion defines performance, loyalty and ambition.
For MG, passion underpins design, innovation and forward momentum.
The partnership could be unified by focusing on that shared energy rather than on the mechanics of sponsorship.
Visually, the campaign extended MG’s evolving design language into the Arsenal environment. Motion, light and energy became recurring creative cues. Players were positioned as focal points of intensity and drive. Real supporters were included to anchor the work in lived fan culture. Co-branded typography and compositional systems ensured clarity across LED boards, giant screens, IPTV and digital formats.
Every execution reinforced the same central idea without deviation.
