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Women’s Bundesliga to be called “Google Pixel” – and advertise smartphones

The German Women’s Bundesliga has signed a sponsorship deal with Google Pixel and is now to be called the “Google Pixel Women’s Bundesliga”.

The DFB women declare on their official Twitter account: “ℹ️ Google Pixel will be the new naming rights partner of the Women’s Bundesliga from the 2023/24 season. With a term of four years, the partnership will officially begin on 1 July 2023 and continue until 30 June 2027 for four seasons. “

Really now?
But not all fans think it’s a good thing.

Twitter user Beate Geibel, for example, writes: “Google Pixel Women’s Bundesliga Come on, seriously ?”

And another user wryly says: “Maybe a few more names in between. Not that it’s too short…”

With the sponsorship, Google wants to promote the smartphones of its own brand “Google Pixel”.

“Strengthening the visibility of the Women’s Bundesliga”.
Apparently, the Initiator:innen from the DFB consider the signing of the contract a “win-win deal”, because they write: “The partnership includes extensive digital activation rights that enable integration into fans’ matchday experiences as well as the creation of high-quality content around the Women’s Bundesliga. As part of this groundbreaking partnership, Google Pixel will not only boost the visibility of the Women’s Bundesliga, but also support the competition by providing innovative solutions for fans and the wider football community.”

Google CEO Sundar Pichai was in Berlin at the end of May and had helped announce the deal with the women’s Bundesliga.

A similar deal has fallen through in the men’s game
In the men’s Bundesliga, the fronts have hardened – and no deal has been struck with a sponsor. Behind the scenes it became known that Bayern Munich, Borussia Dortmund, Eintracht Frankfurt, Union Berlin and Borussia Mönchengladbach are in favour of a sponsor financing the Bundesliga. The smaller clubs such as VfB Stuttgart, Schalke 04, 1. FC Köln and FC St. Pauli from the Second Bundesliga are apparently opposed to this.

By Julian