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Google CEO Sundar Pichai in Berlin: Women's football as a brand ambassador

Photo: Christoph Soeder / dpa

Shortly after Google CEO Sundar Pichai announced a sponsorship agreement with the women's national football team in Berlin, the German Football Association and the digital group have announced another cooperation: The group is buying the naming rights to the Women's Bundesliga.

The digital company uses the business to market its smartphones. Starting next season, the league will be officially called the "Google Pixel Women's Bundesliga". Google promises to increase the visibility of women's football in Germany with its upcoming advertising campaign. According to the company, it has also acquired "digital activation rights" so that fans can create and distribute content around the games.

In men's football, the topic is highly sensitive: For example, the general meeting of the German Football League (DFL) has just prevented the entry of an investor whose money was also to be used to promote the digital marketing of the games.

What form the digital "matchday experiences of the fans" will take is still left open by Google. However, the group entered into a partnership with the streaming provider DAZN two years ago and markets advertising for sports broadcasts on the Internet.