The Deutscher Fußball-Bund (DFB) has struck a landmark deal with Google Pixel to rebrand Germany’s top women’s football league and invest in the sport’s digital and commercial growth, in what’s being hailed as one of the most significant partnerships in women’s football.

The agreement, which runs until 2029, sees Google Pixel become title sponsor of the Frauen-Bundesliga, now officially known as the Google Pixel Frauen-Bundesliga. The partnership also extends to the German women’s national team, as the sport continues to capitalise on record growth in audiences, sponsorship, and participation.

‘Football of a New Generation

The partnership was launched with a striking new campaign ahead of UEFA Women’s EURO 2025, under the banner Football of a New Generation.

Produced by Jung von Matt SPORTS and JvM Switzerland, the campaign features cinematic storytelling that puts players, fans and community voices at its centre. The content – filmed using Google Pixel devices – offers behind-the-scenes glimpses of the women’s national team as they prepare for the tournament.

“We believe in the power of sport, in good stories and strong images,” said Dr Anne-Katrin Hübel, Google’s Senior Director of B2C Marketing for DACH. “Women’s football is about energy, courage and authenticity – qualities that perfectly align with what Pixel stands for.”

The campaign, rolled out across social media, TV and stadium screens, positions Google Pixel not merely as a sponsor but as a creative partner, helping to amplify the visibility of women’s football in Germany and beyond.