Premier League: Arsenal Innovation Lab invests in the e-commerce startup "I Like That"

Arsenal FC (Premier League) has invested in London startup "I Like That" specialised in e-commerce via its startup incubator "The Arsenal Innovation Lab" launched in 2017 and dedicated to developing the fan experience, according to the club on 18/01/2019.

"I Like That delivers secure and seamless e-commerce within sports content. On Arsenal.com for instance, a fan can click on an image of their favourite player and automatically buy their shirt without leaving the page they are on," said the London club.

After receiving more than 250 applications and inviting 22 startups to present their ideas in November 2017, the London club selected six on 18/01/2018 to join its Innovation Lab 2018 as part of a 10-week programme during which the startups were supervised by the managers of each club entity to test and assess the potential of their products or services. As a result of this process, Arsenal FC has decided to further develop its relationship with "I Like That".