The FA and Google agree new extension for a range of fan experiences

England’s Football Association (FA) has agreed to extend its partnership with Google Pixel to provide fans with a range of benefits and opportunities. 

The partnership entails that Google will use its latest version of the Google Pixel mobile phone and earbuds alongside the FA and will provide football fans in the country with behind-the-scenes content of England men’s and women’s team matchdays. 

Taking fans behind what happens on matchday, the content will include long-form storytelling and fan-led stories on their experiences heading into an England game.

“We’re delighted to welcome Google Pixel on board as our official mobile phone and earbuds partner,” said FA Commercial Director Navin Singh

“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. We thank Google Pixel for their support.”

A partner of the FA since 2019, Google will also work with the football governing body to enhance the exposure of the women’s team and sport via related content. England’s Lauren James will also work with Google through its ‘Football on Pixel’ campaign to help increase the visibility of the women’s game ahead of this year’s FIFA Women’s World Cup.. 

Furthermore, Google is looking into “AI-powered technology” to make the fan experience at Wembley Stadium better, using the tech to boost fans’ knowledge of upcoming fixtures, tournament information and highlights of players on matchday. 

“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,” added Eileen Mannion, Vice President of Marketing at Google UK. 

“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.”

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