England’s Football Association (FA) has found a new lead sponsor for the Women’s FA Cup in the form of Adobe.
The partnership will run for three years up until July 2026 as the competition will now be titled the ‘Adobe Women’s FA Cup’, with the deal looking to increase fan engagement and raise the profile of the tournament.
Adobe will lend its AI content creation platform, Adobe Express, to the FA and women’s football clubs across England to boost their profiles by creating social media and brand content to engage fans and reach a new generation of supporters.
Available to all 460 competing Women’s FA Cup teams, Adobe Express will also become available to identify new content opportunities and build closer relationships between clubs and fans.
Baroness Sue Campbell, The FA’s Director of Women’s Football, said: “The Women’s FA Cup has grown to new heights over the last few years in parallel with the wider growth of the women’s game, and we’re delighted to have Adobe on board as we target the next phase of development for the competition.
“We share their passion for holistically celebrating the unique characteristics that make the Women’s FA Cup the most special and prestigious domestic cup competition in the world.
“With Adobe’s creative tools, used by some of the world’s biggest brands, we have a key opportunity to reach and engage new audiences for the women’s game.”
The Women’s FA Cup final sold out for the first time last season with a record crowd of 77,390. The Adobe partnership aims to continue to support the promotion of the final as the landmark event in the women’s football calendar, whilst also enabling more emphasis and resources to be placed on growing the profile of the earlier rounds of the competition.
“The Adobe Women’s FA Cup is about inspiring stories of clubs and players that dare to dream,” added Simon Morris, Vice President, International Marketing, Adobe. “Cup runs, big away draws for underdogs, and the human stories behind them are truly the magic of the competition.
“Through our partnership, and by providing access and training on our industry leading creative tools, we want to put those magic moments into the spotlight, helping the clubs, players and fans tell their stories in ever more creative ways, as well as motivate the next generation of players and supporters of the women’s game.”
