One of the changes at Arsenal during Mikel Arteta’s time in charge has been in how the club sells itself to prospective new signings. Bespoke videos, tailored to each target, highlight what the player’s role in the team will be and they also explain what the club’s ambitions are for the upcoming campaign.
In the case of Arsenal’s first signing this summer, goalkeeper Kepa Arrizabalaga, the message was clear. “We’re here to win,” says Kepa, who arrived last week from Chelsea for £5million. “We have a great team. We have great staff around here, the best facilities, so we have to prepare ourselves for this season and to have success.”
