Google inks integrated multiyear partnership with the NWSL

The GIST: During a hectic 2024 NWSL offseason, the league made its own game-changing move by signing a multiyear partnership with Google yesterday. Google Pixel will become the NWSL’s official mobile phone partner and a title sponsor, in addition to supporting tech activations. Technical and tactical.

The details: Google’s phone model is now the presenting sponsor of the NWSL playoffs and championship game, joining longtime NWSL partners like Anheuser-Busch and Adobe. The tech giant is also launching a Pitchside with Pixel program, Google’s spin on the NWSL’s Live Content Correspondent initiative.

• The program was started last year to allow NWSL superfans and content creators to function as social-forward sideline correspondents. Now, they’ll make content with the Pixel’s AI–powered camera and share it live on NWSL and Google platforms.

• Through this, the company can flex cutting-edge product developments in a naturally integrated way by taking an NWSL program and outfitting it with Google tech for fans and players to use.

The reasoning: While Google Pixel is well-known among Millennials and Gen Z, it still has a long way to go in terms of usage. Less than 5% of U.S. smartphone owners use a Google device — only 2.6M of its phones were shipped in North America through the first half of 2023, compared to 35M iPhones in the same timeframe.

• The company’s background in software instead of hardware is why experts think the Pixel hasn’t been fully developed, but the NWSL partnership could change that. Putting Google technology into the hands of savvy content creators might be just the thing for the niche smartphone.

Zooming out: Google is an experienced player in the women’s sports game and has the money and tech to enhance the NWSL fan experience, but could use an assist in getting a younger demographic to give its phone a chance. Plus, integrated partnerships like this seem to be the next big thing in women’s sports. Picture perfect.