Google Pixel has expanded its presence in European football by extending its partnerships with Arsenal FC and Liverpool FC while introducing Google Gemini into its football strategy as the technology brand looks to combine smartphones, artificial intelligence and fan engagement.
The latest agreements form part of Google’s long-term partnerships with Arsenal, Liverpool, FC Barcelona, FC Bayern München and Paris Saint-Germain, with Pixel serving as the official smartphone partner and Gemini as the official consumer AI partner. The move marks an evolution of Google’s football strategy from traditional device sponsorship towards technology-led fan experiences.
Pixel’s relationship with Arsenal and Liverpool dates back to 2023, when it became the clubs’ official mobile phone partner. The original partnerships focused on using Pixel’s AI-powered camera capabilities to produce exclusive content and bring supporters closer to both men’s and women’s teams.
Omar Shaikh, Arsenal Global Partnerships & Ventures Director, said, “We’re delighted to build on our relationship with Google as we continue creating new ways for supporters to experience Arsenal. Through Google’s expertise in AI and mobile technology, we have an opportunity to enhance those experiences and inspire new forms of creativity and engagement. Our partnerships are built on shared ambition and a belief that together we can achieve more, and we’re excited to continue working with Google to create meaningful value for our supporters.”
Ben Latty, chief commercial officer at LFC, said, “We are delighted to extend our partnership with Google Pixel and expand our collaboration with the introduction of Google Gemini. Our partnership with Pixel has always been built on a shared commitment to innovation, creativity and bringing supporters closer to the club.
“The addition of Google Gemini marks an exciting new chapter and reflects our shared ambition to explore emerging technologies that can enhance how we create, connect and engage with our global fan base. Together, Google Pixel and Google Gemini will help us continue to push boundaries, tell stories in new ways and build on the incredible work we’ve already achieved across both the men’s and women’s game.”
The partnerships have already delivered a range of content initiatives. Arsenal has used Pixel to produce exclusive pitchside footage from home Premier League and Women’s Super League fixtures, while Liverpool launched dedicated women’s football content and the “Pitchside, Presented by Pixel” series.
The relationship also aligns with Pixel’s wider investment in women’s football, with Google previously highlighting its partnerships with women’s teams and content initiatives designed to increase visibility around the sport.
With Gemini now integrated into the partnerships, Google is positioning football as a platform to demonstrate its wider consumer technology ecosystem. The strategy connects smartphone hardware, AI capabilities, club content and supporter engagement, giving Pixel a more expansive role within the commercial and digital infrastructure of elite football.