Women's Football: Levelling the playing field

Client: Google Pixel

In a first for ITV Sport, its programming collaboration with Google Pixel directly tackled the large gap in the broadcast coverage of women’s football, and the severe under-representation of female sports journalists.

By moving beyond sponsorship to a valuable editorial partnership, Google Pixel’s ‘Pixel FC’ and ‘Pixel FC Academy’ were seamlessly integrated as an editorial voice within ITV’s coverage of England’s Lionesses.