Adobe scores title sponsorship for Women’s FA Cup

The Football Association (FA), the governing body of English football, has inked a transformative deal with computer software company Adobe, which has secured the title sponsorship for the Women’s FA Cup for the next three years.

The competition will now be known as the Adobe Women’s FA Cup until July 2026.

As part of this dynamic partnership, Adobe aims to boost social media engagement across the competition by providing 460 participating clubs with access to and training on Adobe Express, its cutting-edge AI-powered content creation app. This strategic move enables clubs to craft compelling social media and brand content, fostering engagement within the football community, elevating their profiles, and connecting with the next generation of fans and players.

In addition to Adobe Express, the FA will gain access to a suite of Adobe Digital Media tools, including industry-standard platforms such as Photoshop, Express, Firefly and Acrobat.

“The Adobe Women’s FA Cup is about inspiring stories of clubs and players that dare to dream,” said Simon Morris, Adobe’s Vice President of International Marketing.

“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.”

This sponsorship marks Adobe’s entry as the title sponsor, replacing UK health and life insurance company Vitality. The deal spans three years and follows a previous three-year sponsorship by Vitality that concluded in July 2023.

The 2023-24 FA Cup witnessed with the first round proper last weekend, which left 80 teams remaining in the famed knockout competition.