Google takes Arsenal and Liverpool deals deeper into AI

Google has expanded its commercial relationships with Arsenal and Liverpool, with Gemini becoming an official AI partner of both clubs alongside an extension of Google Pixel’s existing smartphone partnerships.The agreements will combine Google’s AI and hardware products across matchday experiences, digital content and supporter engagement, giving the technology group another platform to demonstrate Gemini to large global football audiences.Eileen Mannion, Vice President of Marketing at Google, said: “We are thrilled to continue partnering with both Arsenal and Liverpool, clubs who have an incredible legacy on the pitch and a profound influence on global football culture.“With Google Pixel and Google Gemini, we are putting fans right at the heart of the action. By expanding our collaboration to include Google Gemini’s advanced agentic capabilities, fans can access a proactive personal assistant for seamless matchday planning and dive deeper than ever before into match and club insights.”Gemini is expected to provide supporters with access to match and club information, including statistics and head-to-head data, while its agentic capabilities are designed to handle tasks on behalf of users.Pixel will continue working with club media teams to produce behind-the-scenes content, with social teams using its cameras and AI tools as part of the Shot on Pixel content series.The partnerships will cover both men’s and women’s teams, with Google also seeking to increase the visibility of women’s football through pitch-side and behind-the-scenes content distributed across club and digital channels.Arsenal and Liverpool form part of a wider European football strategy for Google, alongside Barcelona, Bayern Munich and Paris Saint-Germain. The five-club portfolio gives Gemini and Pixel access to some of the sport’s largest international supporter bases across several major markets.Commercially, the expansion shows how technology sponsorships are moving beyond branding and device categories towards deeper integration of AI products into the supporter experience.Arsenal and Liverpool gain technology that can support more personalised digital engagement and content creation, while Google can use football as a consumer-facing environment in which supporters repeatedly interact with Gemini rather than simply encounter its branding.That distinction could become increasingly important as AI companies compete to establish everyday consumer habits around their assistants. Elite clubs offer global reach, large volumes of content and highly engaged audiences, making football an increasingly valuable testing ground for AI-led fan products.Financial terms and the duration of the new long-term agreements were not disclosed