Google touts Pixel’s AI capabilities for National Women’s Soccer League tie-up

Dive Brief:

Google Pixel will become the official mobile phone of the National Women’s Soccer League (NWSL) as part of a multi-year partnership, per details shared with Marketing Dive. It will also serve as presenting sponsor of the league’s Playoffs and Championship games.
Additionally, Google will introduce a new “Pitchside with Pixel” program that will leverage the Pixel’s artificial intelligence (AI)-powered camera and features to capture exclusive and behind-the-scenes social media content.
Google also will sponsor and lead a contest giving U.S.-based fans the chance to be part of the Pitchside with Pixel program at a regular season match. Google’s latest move follows other efforts by the tech giant centered around supporting women in sports.

Dive Insight:

Through its tie-up with the NWSL, Google is upping its efforts to support women in sports, with other moves including additional partnerships, media spend and investments in women’s teams globally, per release details.

Along with serving as presenting sponsor of the NWSL Playoffs and Championship games, Google’s Pitchside with Pixel program will put the AI capabilities of its Pixel phone into full focus. The program will leverage NWSL superfans and professional content creators alike as a means to gather exclusive and behind-the-scenes social content during the league’s matches. Featured content, which could include footage from tunnels, sidelines and press conferences, will be shared in real-time on NWSL and Google’s linear, digital and social media channels.

“As the official mobile phone of the league, Google Pixel puts the best of Google – including its leading camera and AI-first technology – directly into the hands of NWSL fans,” said Kate Johnson, director of global sports, media and entertainment marketing partnerships for Google, in comments shared with Marketing Dive. “We’re excited that Pitchside with Pixel will give fans even more NWSL content to enjoy and a new way to connect with the league and each other.”

Additionally, Google will sponsor and lead a contest for U.S.-based league fans, offering 14 winners the chance to be part of the Pitchside with Pixel program at a regular season match, according to press details.

It seems clear that Google Pixel considers its AI capabilities as the phone’s differentiating feature, a positioning that comes as a slew of other advertisers look for ways to cash in on the ongoing AI hype. The brand’s recent Super Bowl LVIII commercial similarly highlighted the AI-enhanced accessibility features of the Pixel 8, showcasing how the tech can help individuals who are visually impaired.

Google Pixel’s sponsorship of the NWSL can be viewed as part of a larger trend among advertisers to become more involved in women’s sports, and particularly women’s soccer, amid growing consumer and media interest.

Other moves by the tech giant centered around women’s sports include a multi-year partnership, launched in 2021, to be a WNBA Changemaker for the league, helping to increase visibility and coverage of women’s sports. Google has also been a global partner of women’s basketball under the International Basketball Federation (FIBA) and has marketing partnerships with the women’s teams affiliated with Arsenal Football Club and Liverpool Football Club as part of a broader sponsorship of those teams.