In early September Arsenal Women unveiled a fresh partnership with AI innovator ABBYY and promoted the new digital-first Game Changers campaign.
Unveiled on 7 September, Arsenal announced intelligent automation company ABBYY as the ‘Official Intelligent Automation Partner of Arsenal Women’ in a multi-year partnership which will see the club and company work together to leverage artificial intelligence in order to enhance the supporter matchday experience: streamlining and optimising tasks such as document processing.
ABBYY also becomes Arsenal Women’s matchday presenting partner and, as such, the brand will have a strong visual presence at Arsenal Women’s fixtures at Emirates Stadium and Meadow Park.
Plus, ABBYY will also support the sustainable growth initiatives of Arsenal Women and champion women’s football more broadly and backing initiatives through the Arsenal Foundation.
The tie-up was introduced through a campaign titled ‘Game Changers’ which sees ABBYY and Arsenal collaborate on a set of sport, social, and education programmes aimed at improving access to technology education and career development with the goal of positively impacting the lives of young people in local communities.
The kicked off with a digital-first promotional campaign led by a spearhead spot titled ‘ABBYY and Arsenal Women’s Game-Changing Partnership’ which dropped across club and sponsor digital and social channels from 7 September and blended match footage with CGI and graphics.
The anchor video was supported by a set of social media content across ABBYY channels.
“We’re delighted to announce ABBYY as the latest partner of Arsenal Women. Our women’s team has a history of setting new standards in the game, and this is yet another sign of our strong commercial position and our potential as a club,” commented Arsenal Chief Commercial Officer Juliet Slot. “We are passionate about bringing like-minded, pioneering partners with us on our journey. ABBYY will not only support us with our own digital transformation, but also in continuing to promote sustainable growth in the women’s game.”
ABBYY Group CEO Ulf Persson added: “We are excited to become Arsenal Women’s Official Intelligent Automation Partner. Innovators in our fields, ABBYY and Arsenal Women join forces with a common goal to make a lasting positive impact in the world. We believe that our strong alignment on values will bring new meaning to leading with a purpose. We look forward to changing the game with the iconic team”.
Comment
ABBYY, which officially describes itself as ‘a leader in intelligent automation’, has allied with Arsenal Women – arguably the most successful women’s team in the UK with 60 trophies (and the only UK club to win the UEFA Women’s Champions League) at an exciting time for the team and for women’s football in the UK and around the world.
Statistics and signs testifying to spiking women’s soccer interest are everywhere: from record selling tickets sales and viewing figures for the 2023 FIFA Women’s World Cup in Australia and New Zealand, to Arsenal Women themselves selling out the Emirates Stadium for the first time in the 2022/23 season for a UEFA Champions League Semi Final against VfL Wolfsburg and also breaking the Barclays Women’s Super League attendance record by selling more than 53,000 tickets for the North London derby game against Tottenham Hotspur. It’s something of a shame that the creative doesn’t showcase the new sponsor’s AI skillset.
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