Google Pixel with GOAL and TikTok have reportedly reduced the visibility gap in Women's Football

The football Women’s World Cup 2023 took place between July and August this year, resulting in Spain’s victory against England in the final after exciting previous rounds. However, although it was the most important event in the women’s national team football industry, it apparently did not have enough coverage in the media.

That said, the Google Pixel brand and GOAL media platform helped reduce the visibility gap in women’s football this year by together creating exclusive TikTok-aimed content using Pixel 8 series devices.

According to a report from ESA (European Sponsorship Association), the Women’s World Cup 2023 only received coverage from around 6% of traditional TV news programs, and around 2% of print media coverage, which seems little for the magnitude of the event. However, the coverage of ‘alternative media’, such as that of Google together with GOAL, gave positive results.

Google has been giving notable importance to associations in the sports field to give greater visibility to their Pixel brand. They have already shown this in the past with their association with the FA, Arsenal, and Liverpool in England. So, the company saw a new, unexplored niche to enter.

In line with the above, Google partnered with GOAL to create content related to the Women’s World Cup 2023 and women’s football in general, aimed directly at TikTok users, taking into account their consumption habits and the type of content that usually succeeds there.

More specifically, GOAL selected 15 content creators to cover the event, both from Australia and Europe, who generated ‘137 different films, spread over 6 markets, covering 26 games in 7 cities.’ All content was created using devices from the latest Google Pixel 8 series, boasting their video recording capabilities and additional features.

It seems that the initiative was successful, since ESA reports more than 418 million views on the content created, an unprecedented figure if we talk about coverage of women’s football events. In this way, this association is helping to increase the visibility of women’s football around the world, especially among Gen-Z who tend to predominate on TikTok, which can lead to creating a fan base for the future.

Google did not miss the opportunity to promote the Pixel 8 series AI-powered features developed for content creation. For example, in the video below, a creator takes a selfie with fans of the English team and then uses ‘Best Take’ to ‘fix’ some faces.

In the following video, the creator shows off the ‘Audio Magic Eraser’ feature to remove unwanted noise from the recording while keeping the focus on the fans’ voices.

There are more similar examples with both the English women’s team and the Arsenal women’s team:

The results of the ESA report on the content viewed seem positive for both women’s football and the growth of the Pixel brand among fans and the general public. So, we will surely see more similar moves from Google in the future.

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