Google Pixel partners with The FA to bring football fans closer to the game

Google Pixel has announced a new long-term partnership with The Football Association (The FA) as Official Mobile Phone and Earbuds Partner.

The deal marks Pixel’s first step into football sponsorship in the UK, with the brand looking to work with both the senior men’s and women’s teams to help bring fans closer to the sport they love.

Pixel are also working with Lionesses star Lauren James, who will front Google’s “Football on Pixel” campaign throughout the summer and beyond. As one of the most exciting young players in the world, Lauren will be using her platform and the Pixel range to inspire the next generation of talent to pick up the game.

Throughout the partnership, Pixel will use its best-in-class camera and AI-powered technology to give fans fresh perspectives on their favourite players. This includes a new ‘Pitchside, Presented by Pixel’ content series that will take fans into the heart of the action, as well as fan-led stories showcasing the magic of England match days. Longer-form storytelling will take fans behind-the-scenes as the England teams compete on the international stage.

Pixel will also work with The FA to help increase visibility for women’s football, by delivering more, and higher quality women’s football content, with the aim of inspiring more girls and women to get involved in the sport, and help move the game forward.

Finally, Pixel and The FA are also committed to co-developing brand new experiences throughout the term of this partnership, leveraging Google’s AI-powered technology with the promise of enhancing fan’s experiences in Wembley and at home. This will begin during this Summer’s tournament, where Google will launch new ways to access information about the tournament – from match schedules to athlete highlights and more – through Search.

The partnership deepens Google’s existing relationship with The FA, following the announcement of Google Cloud as the official cloud of the England Teams in 2019. Google Cloud works with The FA to help deliver meaningful insights from data to benefit The FA both on and off the pitch.

Eileen Mannion, VP marketing, at Google UK, said: “Football is more than just a sport in the UK, it’s deeply rooted in our heritage. It’s not only part of our vibrant and diverse culture; it brings people together, generating excitement and building strong communities. We are proud to be partnering with the Football Association (The FA) to help fans create memories together.  Phones are such an integral part of the modern sports experience, and we’re thrilled to work with The FA to get fans closer to the action of our incredible men’s and women’s teams more than ever before.”

FA commercial director Navin Singh said: “We’re delighted to welcome Google Pixel on board as our official mobile phone and earbuds partner. We’re passionate about connecting our supporters with our England teams, and this partnership will bring fans and players closer together through content delivered by leading technology. We thank Google Pixel for their support.”

As the only phone engineered by Google, Pixel brings together the latest AI breakthroughs and puts them into a device you can hold in your hand. This personalised help adapts to your needs and preferences, helping you save time and get more done, as well as powering Pixel’s leading features such as Night Sight, Magic Eraser, Real Tone and Live Translate.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

  • Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

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Tags: content, fans, football, Google


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