Dive Transient:
- Google Pixel will develop into the official cell phone of the Nationwide Ladies’s Soccer League (NWSL) as a part of a multi-year partnership, per particulars shared with Advertising Dive. It’ll additionally function presenting sponsor of the league’s Playoffs and Championship video games.
- Moreover, Google will introduce a brand new “Pitchside with Pixel” program that can leverage the Pixel’s synthetic intelligence (AI)-powered digicam and options to seize unique and behind-the-scenes social media content material.
- Google additionally will sponsor and lead a contest giving U.S.-based followers the possibility to be a part of the Pitchside with Pixel program at a daily season match. Google’s newest transfer follows different efforts by the tech large centered round supporting ladies in sports activities.
Dive Perception:
By its tie-up with the NWSL, Google is upping its efforts to help ladies in sports activities, with different strikes together with further partnerships, media spend and investments in ladies’s groups globally, per launch particulars.
Together with serving as presenting sponsor of the NWSL Playoffs and Championship video games, Google’s Pitchside with Pixel program will put the AI capabilities of its Pixel telephone into full focus. This system will leverage NWSL superfans {and professional} content material creators alike as a way to collect unique and behind-the-scenes social content material in the course of the league’s matches. Featured content material, which might embrace footage from tunnels, sidelines and press conferences, might be shared in real-time on NWSL and Google’s linear, digital and social media channels.
“Because the official cell phone of the league, Google Pixel places one of the best of Google – together with its main digicam and AI-first expertise – instantly into the fingers of NWSL followers,” stated Kate Johnson, director of worldwide sports activities, media and leisure advertising partnerships for Google, in feedback shared with Advertising Dive. “We’re excited that Pitchside with Pixel will give followers much more NWSL content material to get pleasure from and a brand new strategy to join with the league and one another.”
Moreover, Google will sponsor and lead a contest for U.S.-based league followers, providing 14 winners the possibility to be a part of the Pitchside with Pixel program at a daily season match, in response to press particulars.
It appears clear that Google Pixel considers its AI capabilities because the telephone’s differentiating function, a positioning that comes as a slew of different advertisers search for methods to money in on the continued AI hype. The model’s latest Tremendous Bowl LVIII business equally highlighted the AI-enhanced accessibility options of the Pixel 8, showcasing how the tech may also help people who’re visually impaired.
Google Pixel’s sponsorship of the NWSL might be seen as half of a bigger pattern amongst advertisers to develop into extra concerned in ladies’s sports activities, and notably ladies’s soccer, amid rising shopper and media curiosity.
Different strikes by the tech large centered round ladies’s sports activities embrace a multi-year partnership, launched in 2021, to be a WNBA Changemaker for the league, serving to to extend visibility and protection of girls’s sports activities. Google has additionally been a world accomplice of girls’s basketball underneath the Worldwide Basketball Federation (FIBA) and has advertising partnerships with the ladies’s groups affiliated with Arsenal Soccer Membership and Liverpool Soccer Membership as a part of a broader sponsorship of these groups.
