Adobe unveiled as new Women’s FA Cup sponsor & plans boost for game profile

Adobe unveiled as new Women’s FA Cup sponsor & plans boost for game profile

• Adobe to become the new lead sponsor of the Women’s FA Cup until 2026
• Partnership aims to enhance fan engagement & boost game profile
• All 460 clubs will have access to and training on Adobe Express,

Creative tech giant Adobe will be the new lead sponsor for the Women’s FA Cup, the FA has announced. 

The contract will run for three years.

Last year’s final between Chelsea FC and Man Utd drew a crowd of 77,390 – it set a new world record for a domestic women’s club game. 

Adobe will replace Vitality as the competition’s new naming partner, and there will be more emphasis and resources directed at boosting the profile of the women’s game and surging fan engagement.  

It will boost engagement across the Women’s FA Cup by introducing new social media innovation, giving the 460 participating clubs access to, and training on Adobe Express, an AI-first, all-in-one content creation app.

The news came after an announcement that the FA Cup prize pot was being doubled to £6m. It ensures significant financial benefit for clubs participating from the third round onwards. 

‘Grown to new heights’

Baroness Sue Campbell, the FA’s Director of Women’s Football said: “The Women’s FA Cup has grown to new heights over the last few years in parallel with the wider growth of the women’s game, and we’re delighted to have Adobe on board as we target the next phase of development for the competition.

“We share their passion for holistically celebrating the unique characteristics that make the Women’s FA Cup the most special and prestigious domestic cup competition in the world. With Adobe’s creative tools, used by some of the world’s biggest brands, we have a key opportunity to reach and engage new audiences for the women’s game.”

The introduction of the software will enable clubs to identify a breadth of new content opportunities and build a closer connection with their fans whilst marketing and promoting themselves, hoping to grow the profile of the game from the initial stages of the competition.

Clubs will be able to create social media and brand content to engage their community, raise their profile and reach the next generation of fans and players.

“The Adobe Women’s FA Cup is about inspiring stories of clubs and players that dare to dream. Cup runs, big away draws for underdogs, and the human stories behind them are truly the magic of the competition,” said Simon Morris, Vice President, International Marketing, Adobe.

“Through our partnership, and by providing access and training on our industry leading creative tools, we want to put those magic moments into the spotlight, helping the clubs, players and fans tell their stories in ever more creative ways, as well as motivate the next generation of players and supporters of the women’s 
game.”

 The FA will also receive access to wider Adobe Digital Media tools including Adobe Photoshop, Adobe Express, Adobe Firefly and Adobe Acrobat.