Women’s World Cup campaigns from the UK: Google Pixel, ITV, Budweiser, Krispy Kreme and more

Google Pixel – Partnership, Pixel FC and “Football on Pixel”

Google Pixel has kicked off a major sponsorship deal with the Football Association ahead of the Fifa Women’s World Cup, becoming the FA’s official mobile and earbuds partner. The agreement has also opened the door to a series of marketing activities to promote the partnership.

This includes the launch of Pixel FC, a group of female creators who are helping the tech brand increase the profile of women's football and help close the gender gap in the sport. They will be given tools, investment and platform support from Google to capture footage of the Women’s World Cup and feature coverage on their social channels.

“Football on Pixel”, a spot starring Lauren James (the star player of England’s women’s national team), features real UK players using a Pixel smartphone to capture their moments with one another and with the game. The ad is set to the track Offence by Little Simz. 

Reality+ and OTZ Sports – Own the Zone

Web3 platform Reality+ (who has previously worked with BBC Studios and ITV Studios) has partnered Fifa to launch Own the Zone – a free-to-play, browser-based game.

Players are challenged to predict action in pitch zones before or after football matches. Those with the highest scores will be placed on a leaderboard and those with correct predictions are given a chance to win official trademarked prizes, including NFTs and real-life merchandise. 

ITV – "The Pride has arrived"

Developed by ITV Creative and creative team Bailey and Joaquin, "The Pride has arrived" highlights the country's support of the Lionesses and aims to rally behind them ahead of the Fifa Women's World Cup.

Actual lionesses are seen infiltrating the everyday lives of people across the country. They can be seen lingering in the background of video calls and jumping on a café table before finally settling down to watch the Women's World Cup with a young girl's family.

Krispy Kreme – Free hot drinks and doughnuts

Krispy Kreme is giving away free hot drinks and Original Glazed sharer Dozens on match days, with 225,000 free doughnuts up for grabs if England make it to the final. During the group stage and the round of 16, fans can show their Krispy Kreme Rewards app in store and be one of the first 10 customers to claim a cuppa and an Original Glazed Dozen.

The number of doughnuts and hot drinks will increase the further England progresses, with it increasing to 20 customers if England make it to the quarter-finals, 40 customers if England make it to the semi-finals, and if England go all the way to the final, each shop will be giving away 50 hot drinks and Original Glazed sharer Dozens.

Football Beyond Borders – “The new era of football”

A film follows a group of schoolgirls from a range of backgrounds coming together to play football, as charity Football Beyond Borders encourages more teenage girls to take part in the sport. It follows research by the charity that found 46% of teen girls say they are watching more football than ever before, yet 53% say they rarely or never play football at all. The film was directed by Loose, director at Stink films and creative director for Fred Again.

The campaign launched alongside an immersive experience outside London Kings Cross train station, which ran on 13 and 14 July, spotlighting the barriers young girls face.

Fifa and TikTok – Behind-the-scenes content

Fifa has joined forces with TikTok to create content from Australia and Aotearoa New Zealand for the entertainment platform. The content will include behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, and player and coach reactions.

Fans on TikTok will be able to access the Fifa Women’s World Cup Hub, which will also feature the latest content from Fifa, official broadcasters, national teams, and players, as well as offer a link to access the match schedule and scores on Fifa.com.

Fifa and TikTok will also bring creators from around the world to Australia and Aotearoa New Zealand for the tournament to help create more content around the matches.

Budweiser – “Greatness is yours to take”

A 30-second film shows how women’s football has progressed over the years, from having a handful of spectators to stadiums with sold-out crowds. The spot features England footballer Beth Mead and former England footballer and sports journalist Karen Carney. It was created in partnership with BETC. Out-of-home ads accompany the film, appearing across the London Underground, bus stops and in large formats across shopping malls and city centres.

Budweiser will also partner LadBible to bring back their “Agree to disagree” content, where Mead, Jordan Nobbs and Laura Coombs discuss all things football from the best stadiums to the best dancers in the squad.

Weetabix – FA shirt giveaway

Weetabix is giving away official FA shirts with an on-pack promotion, which the brand says will have a winner every 90 minutes. The promotion will feature on products such as Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein. Football fans can enter by scanning the QR code on the pack, with each person able to fill an online form to find out instantly if they are a winner. The brand is also giving away thousands of footballs via the same promotion.