Adobe Becomes New Lead Sponsor of Women’s FA Cup: A Three-Year Partnership
Adobe supports women's sport as the FA chooses them as lead sponsor for the Women’s FA Cup until 2026, enhancing their commitment to promoting and empowering women athletes
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Adobe is the new Women’s FA Cup lead sponsor, taking over from previous partner Vitality for a three-year-long initial deal until July 2026.
Renamed the Adobe Women’s FA Cup, the company aims to elevate the level of creative execution in women’s football sponsorship through its sponsorship. According to Simon Morris, the VP for international marketing, the standard has not been up to par. “We believe there are countless amazing stories in women’s sports that go untold, and saw this as the perfect opportunity for partnership,” he said. This also aligns with Adobe’s global marketing strategy, as they continue to expand their sponsorship of the US’s National Women’s Soccer League, which they started earlier this year.
Morris states that there is not enough creativity in the game, particularly in women's sport marketing. Many sponsorship experts have also expressed the view that creativity in women's sport marketing has been lacking. Louise Johnson, the CEO of sports marketing agency Fuse, stated in October that there is a "very big white space, creatively" for how brands engage with women's sport, emphasizing the need to move beyond the focus on parity stories.
Morris pointed out that the FA recognized the importance of this when discussing the partnership with Adobe. As the lead sponsor, Adobe is granting access to its AI-driven content creation app, Adobe Express, to all 460 clubs participating in the tournament, in addition to providing training on how to utilize the app.
Interest in women’s football tends to peak during major tournaments, such as the England team's 2022 Euros victory and the recent World Cup. Adobe aims to capitalize on the success of the FA Cup in recent years. While the final reached a record attendance of 77,390 fans last season, Morris is keen for Adobe to contribute to the growth of the sport at the grassroots level and during the earlier rounds of the competition.
There are so many fantastic stories that don’t get told in women’s sport.
Simon Morris, Adobe
"We aim to share authentic stories directly from grassroots communities," he explains. "We also want to assist clubs in sharing their narratives on social media, showcasing the players, celebrating the clubs, and generating more enthusiasm for the game."
Morris emphasizes the pivotal role of social media in leveraging the partnership. The launch of an Instagram account is scheduled for today (22 November), and there are intentions to utilize TikTok "in the new year."
“We are eager to assist the FA,” Morris states. The association will utilize Adobe’s tools “to ensure the creation of high-quality content.” “Ultimately, our goal is to see all levels of games sell out – not just the cup final,” he adds.
“There is a lack of opportunity for people to share their stories, and there are so many in sports,” he remarks. Morris shared with Our Website a concrete example of this lack of recognition for clubs lower down the pyramid. He recounted how a 16-year-old scored twice as a substitute in an FA Cup game for Luton Ladies, propelling the club to the next round.
“There is a noticeable desire to share these stories, but the lack of tools and platforms to showcase them is evident,” he explains.
"The Women’s FA Cup has seen tremendous growth in recent years, aligning with the overall expansion of the women’s game. We are thrilled to have Adobe on board as we focus on the next phase of development for the competition," says Baroness Sue Campbell, the FA’s director of women’s football.
"We are passionate about honoring the distinct qualities that set the Women's FA Cup apart as the most exceptional and esteemed domestic cup competition globally. By utilizing Adobe's creative tools, which are also favored by major brands worldwide, we have the chance to connect with and captivate new audiences for women's soccer," she explains.
