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Arsenal invest in I Like That

Arsenal Football Club are delighted to have become investors in e-commerce company I Like That.

The investment has been made through the Arsenal Innovation Lab, which launched in September 2017 with the aim of working with start-up organisations to identify ground-breaking new fan experiences.

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. 

The London-based start-up, founded by Sam Mohammadi, was one of six organisations chosen from over 250 applicants worldwide to take part in Arsenal's Innovation Lab programme last year. The Innovation Lab programme saw a range of early-stage technology companies work with the club to develop and scale their businesses. 

"I am very excited to welcome I Like That to the Arsenal Innovation Lab family," commented Arsenal Retail Director, Simon Lilley.

"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. 

"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."

"We look forward to working with Arsenal to help us nurture and realise the potential of our technology," added I Like That founder, Sam Mohammadi. 

"Throughout the Innovation Lab, the opportunity to learn from the Arsenal team and leading start-up talent from the US, Israel and across Europe, has provided us with the perfect environment in which to test and adapt our technology."

James Cooper, Creative Director at Betaworks in New York, also commented: "I Like That is an innovative way to deliver fresh e-commerce. I have seen this technology developing first-hand in our studio - integrating a retail experience into online content makes sense, so I am excited to see how it develops."

Sam Mohammadi - founder of I Like That