June 26 – The English FA has expanded its relationship with Google Pixel which has become the new official mobile phone and earbuds partner of the England men’s and women’s senior teams.
The FA signed a four-year deal with Google Pixel in 2019. The expansion of that deal will focus initially on the promotion of women’s football.
Google is already embedded in the FA which uses its business applications and enterprise services. Google’s cloud and artificial intelligence (AI) platforms also power fitness and performance-focused analytics tools.
The expanded agreement will see Google use mobile and AI technology to enhance fan experience at home and in stadium.
“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,” said Eileen Mannion, vice president at Google UK.
“We are proud to be partnering with the Football Association 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.”
No value was given for the expanded sponsorship.
“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,” said Navin Singh, FA commercial director.
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