Google Pixel partners with Liverpool FC and Arsenal on women’s football YouTube channel

The deals were negotiated by Fuse and Anomaly to further expand Google Pixel's football association

Image Credit: Google Pixel

Google Pixel has announced two new long-term partnerships with Arsenal and Liverpool football clubs.

The deals which were brokered by sports and entertainment agency Fuse, along with Anomaly, Influencer and MFG further expand Google Pixel’s major deal with the Football Association that began in June. It will also see the tech brand become both clubs’ official mobile partner.

The partnerships include a series of related marketing activities such as footage captured with the Pixel’s AI-enhanced camera technology and a bid to raise the profile of women’s football ahead of the Fifa Women’s World Cup.

In the first year, the brand will work with Liverpool FC to create its first dedicated women’s football show on YouTube, offering fans behind-the-scenes footage. It also work with Arsenal FC to deliver ‘pitchside footage’ of every home Premier League and Women’s Super League match.

Juliet Slot, chief commercial officer at Arsenal FC, said: “This latest partnership is one of the many ways we are enhancing the club’s presence and transforming the game for football supporters everywhere. I’m particularly proud that it will help to make the game more accessible and boost the visibility of women’s football on the global stage.”

According to Google Pixel, the partnerships will allow the brand to expand its reach across both domestic and international competitions and reach fans across the world.

Both clubs will also work with Google Pixel to produce content for its Pitchside, Presented by Pixel series, which aims to offer fans exclusive content from the sidelines and “bring them closer to the game”. It will run across major social channels such as TikTok and Instagram, with both long and short-form content being shared on YouTube and YouTube Shorts respectively.

Eileen Mannion, vice president of marketing at Google UK, said: “We are thrilled to partner with Arsenal and Liverpool football clubs. As their official mobile phone partner, Google Pixel will use its legendary AI-powered camera to enhance the matchday experience, bringing fans closer to the game they love, by helping them capture all the emotions of football.

“We will also work with both clubs to help close the visibility gap for the women’s game, delivering on our commitment of making football more accessible and equitable for all fans.”