NWSL nets Google Pixel as official mobile phone partner

The National Women’s Soccer League (NWSL) and tech behemoth Google have signed a multi-year collaboration, with Google Pixel becoming the league’s official mobile phone partner.

As part of the agreement, Google Pixel has also been named the NWSL playoff and championship’s presenting sponsor.

The partnership also includes the Pitchside with Pixel initiative, which focuses on Google’s AI-powered camera technology. The program intends to provide fans with exclusive behind-the-scenes information, including clips from tunnels, sidelines, and press conferences, which will be aired live on NWSL and Google’s linear, digital, and social channels.

Furthermore, a competition for the US-based supporters of the professional women’s soccer league will be sponsored and run by Google. Fourteen winners will have the opportunity to participate in the Pitchside with Pixel initiative at a regular-season match.

The arrangement was negotiated by the marketing firm Allied Sports and NWSL’s commercial partnerships strategy team.

NWSL Chief Marketing and Commercial Officer, Julie Haddon, said, “We are thrilled to welcome Google, a global leader in groundbreaking innovation and connectivity, to the NWSL family as our postseason and LCC content sponsor. As we continue to push the boundaries of what is possible in sports, we are constantly exploring new and dynamic ways to connect fans with the NWSL and our remarkable athletes, especially around the league’s most iconic moments that may not be captured on broadcast or streaming platforms.

Kate Johnson, Director of global sports, media, and entertainment marketing partnerships at Google, said, “Google remains committed to increasing visibility, coverage, and engagement in women’s sports, and our partnership with the NWSL is a significant milestone in our ongoing journey.”

Last year, Google Pixel also collaborated with the Premier League (PL) giants, Arsenal FC and Liverpool FC (LFC). Moreover, FA and Women’s Bundesliga also developed commercial ties with Pixel in 2023.