Teaming up with The Football Association to Elevate the Women’s Game

At Adobe, we don’t like to wait for the future, we create it. Our Creativity for All mission empowers anyone, anywhere to bring their vision, voice, and ideas to life and this couldn’t be any truer than for the next generation of young girls dreaming of playing the beautiful game.

That is why today we proudly announce we are teaming up with The Football Association (The FA) as lead partner for The Women’s FA Cup. Through the Adobe Women’s FA Cup in the UK and our partnership with the National Women’s Soccer League in the USA, we’ll elevate the women’s game by inspiring the players, clubs and creators to tell and share their stories with the world. The FA and Adobe also have a joint ambition to encourage more young girls to see that they too can play at that next level.

The men’s game has been a cornerstone of British culture for over a century now, so it’s been fantastic to witness the meteoric rise of the women’s game in recent years. Across the UK, 14.4 million people tuned in to watch England in the Women’s World Cup Final in August and more than 75,000 fans packed out Wembley Stadium to watch the Women’s FA Cup Final last season.

As a proud father of two girls and having been a coach of a women’s football team (that included my now wife), being able to support the growth of the women’s game, as well as helping The FA capture the highs and the lows from the early rounds of the competition, through to the Cup Final in May, is truly special.

For those who don’t know, the Adobe Women’s FA Cup is the only competition featuring the whole footballing pyramid, offering the enticing possibility that teams in the lower rungs of amateur football progress far enough to be paired with the giants of English football. The competition and the women’s game are bursting with inspiring stories of clubs and players that dare to dream and we will be bringing the magic of these stories to life.

“We’re delighted to have Adobe on board as we target the next phase of growth for the competition. We share their passion for holistically celebrating the unique characteristics that make the Women’s FA Cup the most special and prestigious domestic cup competition in the world. With Adobe’s creative tools, used by some of the world’s biggest brands, we have a key opportunity to reach and engage new audiences for the women’s game.”

Baroness Sue Campbell, The FA’s Director of Women’s Football.

Our partnership will provide clubs across the competition with access to and training on Adobe Express, an AI-first, all-in-one content creation app for users of all skill levels, so they can design and share standout social media content. It will help them market and promote themselves, create social and brand content to engage their community, raise their profile and reach the next generation of fans and players.

The FA will also expand their social media presence, with new Adobe Women’s FA Cup channels launching on Instagram and TikTok (watch this space), so it can reach and engage new audiences. Additionally, with access to Adobe Digital Media tools including Adobe Creative Cloud including Adobe Photoshop, Adobe Express, Adobe Firefly and Adobe Acrobat, The FA will transform how it uses creativity to engage the sport’s growing fanbase and builds a legacy for women’s football in England.

As we press on with our mission to offer Creativity for All, we’re proud to work with organisations that share this commitment including our partnership with the V&A to inspire the new generation of diverse creators; our ongoing work with Sundance Ignite which empowers emerging filmmakers from around the world to further their craft; and our Creative Residency programme that has supported hundreds of creators from 45 countries through resources, mentorship and grants to bring their creative projects to life.

I can’t wait to see this partnership take the women’s game to the next level. It’s going to be an exciting ride.