Adobe UK teamed up with England and Arsenal FC striker, Alessia Russo and England and Manchester City FC keeper Khiara Keating to front its ‘Dream Bigger’ 2024 Adobe Women’s FA Cup activation programme which seeks to inspire a new generation of women and girls to get into football, whilst simultaneously helping fans, players and clubs creatively capture and share their stories – with Adobe Express of course.
Launched on 4 March, in the build up to the 9 and 10 March quarter-finals (which will be broadcast live across the BBC and The FA Player), the software giant’s multi-channel campaign primarily targets younger female players and fans and spans online video, digital, social, PR and promotes some of its Adobe Express editing and generative AI tools.
In fact, as part of the tie-up, all FA registered clubs are offered a free subscription to Adobe Express.
Russo and Keating front the activation’s hero, 90-second #DreamBigger, #AdobeWomensFACup film called ‘The Future Of Women’s Football Is Big’. The spot positions the tournament as being ‘full of magic, energy, and excitement’ and aims to act as an ‘anthem to the barriers broken and sacrifices made that have led to the growth of the game’ by celebrating the resilience and courage of players.
The spearhead spot was supported by additional social content, including a list-building strand which urges fans to ‘catch all the action from the Adobe Women’s FA Cup’ by following the brand on Instagram, TikTok and X.
The creative executions also aim to drive viewers online to find out more about Adobe’s programme and showcase the tech outfit’s online tools. This latter element asks consumers to take ‘Your turn to Dream Bigger with Adobe Express’ and to ‘Express your love and support for the game with our Adobe Express ready-to-remix templates’. On a bespoke campaign web hub, female players and fans are invited to add their own soccer spin to a set of Adobe templates and then to share the stories and creations socially tagging #DreamBigger.
This latter element is part of Adobe’s title sponsorship programme which offers all 460 clubs – amateur and elite – involved in the Women’s FA Cup with free Adobe Express Premium membership, plus complimentary workshops to help clubs create their own standout marketing pieces and social content which in turn will help ‘increase engagement’ and ‘elevate the game’.
From designing club merchandise, branded kits and club crests, to producing marketing and promotional content to increase merch and ticket sales, these tools include bespoke brand Generative AI features which automatically resize static, animated and video assets and enable them to be published directly to multiple social platforms.
Both Russo and Keating are also attending Adobe Express workshops and brand events as well as participating in further upcoming social media initiatives to motivate young players as the campaign evolves in the run up to the 12 May Final at Wembley.
“We’ve seen the magic of the Adobe Women’s FA Cup spread across the nation, with sold out matches, celebrated scores, and fan engagement across social rising by staggering numbers round after round. But there are still so many more fantastic stories needing to be told, with so many hungry to tell them? The speed of, and access to Adobe Express will help fans, clubs and players build connection and community that wins hearts and minds.”
Adobe VP Of International Marketing Simon Morris
“There are incredible people working, volunteering, and playing at clubs across the country. But too often, amateur sides in particular, don’t have the time, money, or skills needed to create content that gives our game the attention it deserves. The progress made so far in women’s football is amazing, but if we want to continue this, Adobe’s mission to support clubs across the footballing pyramid, through the power of creative technology will be pivotal. By doing so, the game will touch millions more, empower women and girls everywhere to fulfil their dreams and in turn, leave a lasting legacy to be proud of.”
Adobe Women’s FA Cup Ambassador, England & Arsenal Forward Alessia Russo
“There are millions of girls out there who may not have discovered their love for football because they haven’t been exposed to it yet or for those that have, many still don’t think it could be a career for them. What I hope we’ll do with Adobe is not only bring more fans to the competition but also encourage young girls and women everywhere to believe in their dreams. I’m absolutely buzzing to be a part of that!”
Adobe Women’s FA Cup Ambassador, England & Man City Keeper Khiara Keating
Adobe worked on the campaign with PR and marketing consultancy Ketchum.
Outcome
Adobe aims to grow soccer at all levels through both the Women’s FA Cup partnership and by working more widely with The FA by opening up the software giant’s tools to more lower league clubs. Already, more than 90 clubs have signed up to Adobe Express workshops.
48 hours after launch, the campaigns initial social media metrics on the brand’s own channels had notched up more than 200,000 views and more than 45,000 likes.
This might not be the most creatively astonishing work, but it is a rounded and fulsome partnership commitment: Adobe is certainly a sponsor which walks the walk in terms of supporting players and clubs and growing the game by providing them with free IT tools, training and services.
It was in November 2023 that The Football Association (The FA) announced a three-year partnership with creative digital experience company Adobe in a deal brokered by global sports marketing agency SPORTFIVE.
The tie-up focuses on promoting the company’s ‘Adobe Express’ product suite: which it describes as ‘an AI first, all-in-one design, photo, and video tool that makes content creation easy for anyone, at any skill level’.
The partnership comes amidst soaring interest in and support for women’s football which has driven record breaking match attendances, TV viewing figures, kit sales and participation among women and girls. Indeed, the number of women’s teams in the UK registered with The FA has more than doubled since 2017: with more than 12,000 sides competing in England and the Channel Islands in 2024 (according to research from the BBC).