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Google makes women’s soccer move with German national team sponsorship

Technology giant expands commitment to grow visibility of women's sport with three-year DFB partnership.

30 May 2023 Sam Carp


The German Football Association (DFB) has announced technology giant Google as a new sponsor of its women’s national team. 


  • Three-year partnership aims to increase visibility of women’s soccer
  • National team players will be integrated into Google Pixel marketing campaign, which will feature exclusive interviews and behind-the-scenes footage published across multiple platforms
  • Deal includes LED perimeter advertising at national team home games and exposure on interview and press conference backdrops
  • Google will also be integrated into the DFB’s FF27 strategy, which seeks to promote women’s soccer and women in soccer


Google has been making an increased effort in recent years to improve the discoverability of women’s sports through sponsorship. It has been a Women’s National Basketball Association (WNBA) ‘Changemaker’ since 2021 and last year became the International Basketball Federation’s (Fiba) first global women’s basketball partner.

In partnering with the DFB, Google joins other partners of the German women’s national team, including household appliance firm Vorwerk and tyre manufacturer Continental.


“We are very happy about the partnership with Google and the associated opportunities for our women’s national team,” said Holger Blask, managing director for marketing, sales and events at the DFB.

“Google not only brings an extraordinarily strong brand and innovative technologies, but also shares our vision of supporting women in football in Germany.”

Coming next:

The DFB’s partnership with Google will be activated on the opening day of this summer’s Fifa Women’s World Cup, which takes place in Australia and New Zealand from 20th July until 20th August. 

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