Technology giant Google has deepened its ties with English soccer’s Football Association (FA) governing body with a new long-term deal centered around its consumer electronics brand Pixel creating fan content. 

As the governing body’s official mobile phone and earbuds provider, Pixel will use its camera and AI-powered technology to provide new insights into the men's and women's national teams through its behind-the-scenes ‘Pitchside, Presented by Pixel’ content series. It will also produce fan-led stories that will showcase England match days.

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As part of the partnership, Pixel will also work with the FA to increase visibility for women’s soccer by creating additional content showcasing the women's team. Chelsea and England player Lauren James has been hired to lead Google’s ‘Football on Pixel’ campaign.

Additionally, Pixel and the FA will co-develop new experiences throughout the duration of the partnership by leveraging Google’s AI-powered technology to enhance the fan experience in Wembley Stadium in London.

Navin Singh, FA commercial director, said: “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.”

This is Pixel’s first soccer sponsorship in the UK and the partnership builds on Google’s existing deal with the FA, which saw Google Cloud become the official cloud of England’s national teams in May 2019.

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Earlier this month, Pixel became the new naming rights partner of German soccer’s top-tier Women’s Bundesliga in a deal struck with the German Football Association (DFB) running until 2027. It replaced online printing company Flyeralarm, which previously held the rights.

That deal followed the announcement at the end of May that Google had become an official commercial partner of the DFB and the German women’s national team.

Eileen Mannion, vice president of 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 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 closer to the action of our incredible men’s and women’s teams more than ever before.”