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NWSL adds Google as new sponsor ahead of return to action

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The United States National Women’s Soccer League (NWSL) has added global technology giant Google to its sponsorship portfolio.

The deal will start immediately as the league returns to action this weekend with the one-off 2020 NWSL Challenge Cup.

Activation around the event will include the use of the Google Meet platform to host virtual cheering sections for fans of clubs in local markets throughout the US.

The brand will also hold the presenting rights for the player of the tournament award.

In addition, exclusive content will be captured at the tournament and shared on NWSL’s and Google’s social channels.

Director of global marketing partnerships at Google, Kate Johnson, said: “Covid-19 has impacted women’s sports and women’s-owned businesses especially hard. You can’t become what you cannot see so we’re proud to help NWSL provide support and visibility in impactful ways.”

Google joins a sponsorship portfolio which also includes beer brand Budweiser, sportswear giants Nike, streaming service Twitch, media company CBS, antiperspirant specialists Secret, health brand Thorne, mobile phone network Verizon and multinational consumer good corporation Proctor & Gamble.

The 2020 NWSL Challenge Cup will begin on 27 June and sees women’s soccer become the first sport in the US to return to competitive action following suspension due to the Covid-19 outbreak. The final will take place on July 26.

In other news, one of the league’s teams, Washington Spirit has announced CVS Health as its new main sponsor, affording the brand front-of-shirt visibility with the team.