Google’s Pixel FC is unlocking new experiences and closing the visibility gap in women’s football through creative partnerships and tech innovation.
This session, Pixel Perfect: How Google’s Creator and Broadcaster Collective is Driving Women’s Football Coverage Forward, brought together industry voices pushing the boundaries of tech and sports. Drew Crisp, from Liverpool FC, along with content creators Rosie and Mollie Kmita from The Powerhouse Project, shared insights on how Google’s Pixel FC initiative is transforming women’s football. From using cutting-edge technology to create immersive content to partnerships aimed at closing the visibility gap in women’s sports, the discussion highlighted the growing intersection of football, tech, and content creation.
The Lowdown:
Google’s Pixel FC is using tech to elevate football content, making it more engaging and personal.
Club partnerships are giving fans behind-the-scenes access and enhancing the visibility of women’s football.
Personality-driven content is key to breaking the mold and creating deeper fan connections.
Women in sports face specific challenges online, from trolling to scrutiny, and there’s a need for stronger support systems.
“Tech Makes Football Content More Human”
With Pixel FC, Google is doing more than just sponsoring football—they’re helping creators like Rosie and Mollie Kmita unlock deeper fan engagement through tech. By using tools like the Google Pixel's Magic Eraser, the content becomes interactive, drawing out the personalities of the players in fun, playful ways.
Pixel FC’s partnership with creators like Rosie and Mollie allowed for innovative formats, including interactive games with players.
Content like "spot the difference" using Google Pixel’s features made traditionally static interviews more dynamic and personal.
Fun and competition bring out sides of players that fans rarely get to see, building stronger emotional connections with the audience.
“The minute they know they’re playing a game, you get a different version of them.” — Rosie
“Separate Channels Mean More Space to Shine”
When asked why Liverpool FC runs separate social media accounts for its women’s team, Drew Crisp explained how this move was strategic. Having a dedicated space allows for more targeted content, giving the women’s game room to grow without being overshadowed by the men’s team.
Women’s football benefits from having its own social presence, where it can grow without competing for attention.
Algorithms favor separate accounts, giving the women’s team the prominence it deserves.
It also allows for creative freedom, enabling content that is specifically tailored for the women’s game, which often has a different audience.
“It gives it breathing space for us to do different sorts of content.” — Drew
“The Visibility Gap Still Exists”
Despite the strides being made with initiatives like Pixel FC, women’s football still faces a visibility gap, especially when compared to the men’s game. Rosie and Mollie shared their experiences of pushing through industry resistance and how tech and content partnerships are essential in closing this gap.
Online abuse remains a major blocker for women creators and athletes, often discouraging them from showcasing their personalities.
There’s still a huge opportunity to grow women’s football by focusing on authentic, personality-driven content that appeals to younger audiences.
Content creators and brands need to work together to provide safer, more supportive platforms for women in the industry.
“You’re a woman covering football, and some people don’t like that. It’s a reality we’re still facing.” — Mollie
“Closing the Gap: The Role of Partnerships”
Club partnerships, like the ones Google is building through Pixel FC, play a critical role in elevating women’s football. Drew, Rosie, and Mollie discussed how collaborations between tech brands, creators, and clubs can offer richer, more tech-driven experiences for fans and players alike.
Pixel FC isn’t just a sponsorship—it's about creating meaningful content that enhances fan experience and showcases the personalities behind the game.
These partnerships are vital in providing visibility for women’s football and bridging the gap between grassroots and the professional level.
By involving women creators and players in these initiatives, the visibility gap in women’s football is gradually being closed.
“We’re so ready for this, and these partnerships are helping us get there.” — Rosie
Quickfire:
Q: What are your favorite football channels right now?
A: She’s A Baller for storytelling and 90min for giving women a platform to transition into the podcast space while still playing.
Q: How do you keep momentum growing in women’s football?
A: Better infrastructure, more grassroots connections, and continuing to innovate through content partnerships that elevate women’s voices.
What’s Next?
The future of women’s football is bright, but to keep the momentum going, continued investment in partnerships, tech-driven experiences, and authentic content is key. As major brands like Google step up, the visibility gap will continue to shrink, but strong infrastructure and support are essential for long-term sustainability.
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