Technology giant Google has become an official commercial partner of the German Football Association (DFB) and of the country’s national women’s soccer team.
The three-year deal includes extensive digital and social media rights, with Google set to “use its digital capabilities to further increase the visibility of women’s football and reach more people.”
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Google will receive extensive rights through the tie-up, including branding rights, as well as those covering media backdrops and LED advertising boards.
In addition, the US-based conglomerate will work closely with the women’s national side as a marketing production partner, integrating the team and individual players into a national campaign for its Google Pixel line of smartphones.
The campaign will include exclusive stories and behind-the-scenes content and will be shown across multiple platforms.
Holger Blask, managing director for marketing, sales, and events at the DFB, said: “Google not only brings an extraordinarily strong brand and innovative technologies but also shares our vision of supporting women in football in Germany. Together we are committed to increasing the visibility and popularity of women's football.”
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By GlobalDataSundar Pichai, chief executive of Alphabet and Google, added: “We are very pleased to enter into a three-year partnership with the DFB, under which Google will become the official partner of the women's national team with Google Pixel. We will work together with the DFB to further promote women's football in Germany.”
In terms of its other women’s sports associations, Google became the first-ever global partner covering women’s basketball through a deal with that sport’s governing body FIBA. It also has an agreement in place with the US' Women’s National Basketball Association.
Other DFB sponsors covering the women’s national team, meanwhile, include household appliance firm Vorwerk and tire manufacturer Continental.
Germany reached the final of the UEFA Women’s European Championships last year, losing to hosts England, and will be one of the favorites for the FIFA Women’s World Cup 2023.
The tournament takes place in Australia and New Zealand between July 20 and August 20.
