Published on November 23rd, 2023

Location: United Kingdom

SPORTFIVE Help Facilitate Three-year FA and Adobe Partnership for the Women’s FA Cup

The Football Association (The FA) has today announced a three-year partnership with creative digital experience company Adobe, in a deal brokered by global sports marketing agency SPORTFIVE.
Last year's Women's FA Cup final set a new attendance record with a sell out crowd

The partnership will see Adobe, the world’s most recognised brand for creativity, become the lead sponsor for England’s longest running women’s cup competition, under its new name, ‘The Adobe Women’s FA Cup’. 

The Adobe Women’s FA Cup will place particular focus on increasing fan engagement, as well as helping to raise the profile of the competition from the initial qualifying rounds, through to the final. 

The partnership will see all 460 clubs that participate in the competition provided with access to Adobe Express, an AI-first, all-in-one content creation app. Adobe Express allows clubs across the women’s game to market and promote themselves, create social media and brand content to engage their community, raise their profile and reach the next generation of fans and players.

“We are delighted to once again have worked alongside the FA in helping to deliver a partnership which has the power to truly make a difference to all levels of women’s football.”


CARL WOODMAN - PRESIDENT GLOBAL SALES & MANAGING DIRECTOR UK

The partnership will see Adobe provide support across all levels of the Adobe Women's FA Cup

In addition to full access to the unique platform, all participating clubs will receive training on Adobe Express, helping them to identify a breadth of new content opportunities and build a closer connection to the fans. 

Whilst seeking to emphasize the importance and generate more resources for the earlier rounds of the competition, Adobe and The FA’s partnership will also continue to support the promotion of the final as the landmark event in the women’s football calendar. 

The FA’s partnership with Adobe is the governing body’s latest deal to be brokered by SPORTFIVE, with the pair having worked together since 2018, most notably when SPORTFIVE were exclusively appointed by the FA to manage the commercial strategy for the National Partnership Program of the UEFA Women’s EURO 2022. 

Carl Woodman, SPORTFIVE, President Global Sales & Managing Director UK, said: “The Adobe Women’s FA Cup encompasses all the most important aspects of the women’s game, from engaging the community to empowering the clubs and celebrating the joys of the momentous occasions that football delivers. 

“We are delighted to once again have worked alongside the FA in helping to deliver a partnership which has the power to truly make a difference to all levels of women’s football.”

Baroness Sue Campbell, The FA, 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 makes 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.”

Simon Morris, Adobe, Vice President, International Marketing, said: “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. 

“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.”

...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.


Baroness Sue Campbell, The FA, Director of Women’s Football

  • About SPORTFIVE

    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

  • About The FA

    The Football Association (The FA) is the not-for-profit governing body of football in England. It is responsible for promoting and developing every level of the game, from grassroots through to the professional game.

    The FA oversees England international teams across men’s, women’s, youth and disability football, as well as running the National League System and FA Competitions including the Emirates FA Cup and the Adobe Women's FA Cup, and the world-class facilities of Wembley Stadium and St. George’s Park, all with a purpose to Unite the Game and Inspire the Nation

  • About Adobe

    Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

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