The FA Strikes Double Extension

The Football Association (FA) has renewed two of its sponsorship deals, with Google Cloud and Mitre.

The FA’s extension of its partnership with Google Cloud, will see the cloud computing service platform continue to sponsor both of England’s men’s and women’s football teams.

Under terms of the deal, the brand will remain the official cloud technology and data analytics partner of English football’s national governing body, and will focus on supporting organisation’s numerous diversity and inclusivity initiatives, as well as committing to doubling female participation in the game.

Google Cloud signed a four-year agreement with the FA back in 2019, which saw Google provide a number of its products, such as Drive, Sheets and Hangouts. The FA also benefited from access to the US technology giant’s smart analytics and data management solutions to measure performance, fitness, training and form of players at all levels.

The renewal strengthens Google’s relationship with the FA, after its Google Pixel smartphone brand became the FA’s official mobile phone and earbuds partner to both the men’s and women’s teams in June.

The FA’s second partnership renewal is with British football brand Mitre.

The three-year extension has been announced alongside Mitre’s unveiling of its new its new Emirates FA Cup and Women’s FA Cup football designs.

The brand is set to remain the official ball supplier to English football’s premier domestic cup competition across several FA competitions including the Emirates FA Cup, the Women’s FA Cup, the Isuzu FA Vase, the Isuzu FA Trophy, and the Golden Ball Awards until the end of the 2026/27 season. 

Simon Rowe, VP Global Sports Marketing at Pentland Brands, Mitre’s parent company, said, “We’re delighted to extend our partnership with The FA for a further three years. At our core, we are a brand dedicated to our fans, and we firmly believe the beautiful game should always start with a beautiful ball.

“Today we proudly introduce the new Emirates FA Cup Ultimax Pro ball and Women’s FA Cup ball designs. Players and fans can expect the same game-changing technology coupled with a levelled-up retro design that encapsulates Mitre’s iconic past through the current football scene.”

The FA’s Head of Commercial Partnerships, Stephen Hutchison, added, “We’ve really valued this relationship with Mitre since they came on board, so we’re very happy to extend our partnership. Mitre shares the desire for our competitions to maintain the highest standards, and their track record as football suppliers to both the game in England historically and us throughout this period has been outstanding.”