Internet giant Google has extended its partnerships with England’s Arsenal and Liverpool to continue its flurry of deals with major European soccer clubs.
The long-term renewals will see Google Gemini become the new official AI assistant partner of the Premier League clubs, while Google Pixel has extended its current role as each side’s official mobile phone partner.
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Arsenal and Liverpool are seeking to enhance fan experiences through the use of Gemini, Google’s AI app, and Pixel’s mobile technology.
The teams will have access to the company's AI and hardware capabilities.
The extension with Pixel will see Google collaborate with the clubs to create exclusive behind-the-scenes content from matchdays and at the training ground.
Eileen Mannion, vice president of marketing at Google, said: “With Google Pixel and Google Gemini, we are putting fans right at the heart of the action. By expanding our collaboration to include Google Gemini’s advanced agentic capabilities, fans can access a proactive personal assistant for seamless matchday planning and dive deeper than ever before into match and club insights.”
Google has now launched new long-term partnerships with five major European clubs over the last month after also announcing agreements with FC Barcelona, FC Bayern Munich and Paris Saint-Germain.
Arsenal will kick off their 2026-27 Premier League season against newly promoted Coventry City on Friday (August 21), while Liverpool will start away at Newcastle on Sunday.
Meanwhile, Tottenham Hotspur have renewed their partnership with Confectionery brand Cadbury for a further four years.
The new long-term agreement will run through the 2029-30 season.
The extension of the deal will involve more fan engagement activities, and some help towards Tottenham’s diversity and inclusion objectives.
Cadbury has had a partnership with Tottenham since 2020.
Tottenham will begin their season against Brentford on Saturday.
Elsewhere, Leeds United have unveiled KChat, the encrypted messaging and community platform, as their new sleeve partner for the 2026-27 season.
KChat’s branding on the team’s shirts for the first match of the upcoming campaign, against Nottingham Forest on Saturday.
The sponsorship will also be activated through additional supporter initiatives during the season.
The West Yorkshire club’s sleeve sponsor last season was Cyprus-based international gambling firm Parimatch.
