Google Pixel Teams Up with FA for Major Sponsorship Deal Ahead of Women’s World Cup

In a groundbreaking move, Google Pixel has secured a major sponsorship deal with the FA just in time for the highly anticipated Women's World Cup.
Elizabeth Jenkins-Smalley

Elizabeth Jenkins-Smalley

Editor In Chief at The Executive Magazine

In preparation for the upcoming FIFA Women’s World Cup, Google has entered into a significant football sponsorship agreement, forging a partnership between its flagship Pixel smartphone brand and the Football Association (FA).

Under the long-term agreement, Google Pixel will serve as the FA’s official mobile and earbuds partner, marking the Pixel brand’s inaugural venture into football sponsorship within the UK.

As part of this collaboration, Google Pixel will collaborate closely with both senior men’s and women’s teams, including the esteemed Lionesses. Leading the charge is the talented player Lauren James, who will headline Google’s “Football on Pixel” campaign throughout the summer and beyond.

With a vision to elevate the partnership, the technology giant has exciting marketing plans in store. Leveraging the Pixel’s acclaimed “best-in-class camera and AI-powered” technology, fans can expect fresh and unique perspectives on their favorite players.

One of the exciting applications of this collaboration is the creation of a content series called “Pitchside,” presented by Pixel. This series will take fans on an immersive journey into the heart of the action, sharing captivating fan-led stories during England match days. Additionally, longer-form content will provide behind-the-scenes access as the England teams compete in international matches.

Beyond the pitch, Pixel is committed to working closely with the FA to boost the profile of women’s football and inspire greater participation among girls and women in the sport.

As part of the partnership, Google and the FA will harness the power of Google’s AI technology to create unforgettable fan experiences both at Wembley Stadium and in the comfort of fans’ homes. With the Women’s World Cup set to kick off in July, Google has developed innovative ways to share match schedules and athlete highlights using its advanced Search technology.

This new collaboration between Pixel and the FA builds upon an existing partnership between Google’s parent brand and the footballing body. In 2019, Google Cloud became the official cloud provider for the England teams.

Eileen Mannion, Vice President of Marketing at Google UK, expressed her enthusiasm, stating, “Football is more than just a sport in the UK; it’s deeply rooted in our heritage. It not only reflects our vibrant and diverse culture but also brings people together, generating excitement and building strong communities.”

Mannion continued, “We are proud to partner with the Football Association to help fans create lasting memories. Phones have become an integral part of the modern sports experience, and we are thrilled to collaborate with the FA to bring fans closer to the action of our incredible men’s and women’s teams like never before.”

Navin Singh, Commercial Director of the FA, echoed the sentiment, saying, “We are delighted to welcome Google Pixel on board as our official mobile phone and earbuds partner. Connecting our supporters with our England teams is at the heart of what we do, and this partnership will bring fans and players closer together through cutting-edge technology-driven content. We extend our gratitude to Google Pixel for their invaluable support.”

With Google Pixel’s entry into the world of football sponsorship alongside the FA, fans can anticipate a truly immersive and engaging experience, fostering a deeper connection between the sport, the teams, and their dedicated supporters.

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