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06th Jul 2023

Google launches Pixel FC to close the visibility gap in women’s football

Callum Boyle

The two will work alongside the FA to increase the amount of coverage of women’s football and tackle the issue of gender bias

Google Pixel has today (Thursday July 6) announced the launch of Pixel FC, a group of committed women’s football creators and presenters who will work with Google and the FA to help close the visibility gap in women’s football.

Research conducted by Pixel and the FA has revealed that work is still to be done despite the ever-increasing coverage of women’s football, with just two per cent of print media football coverage and six per cent of television football news mentions in the UK dedicated to the women’s game compared to 98 per cent and 94 per cent achieved by the men’s game respectively.

In order to level the playing field, Pixel and the FA will work together to provide the creators and presenters with the necessary tools, platform and investment to take coverage of women’s football to the next level.

Pixel are committed to achieving fair and equal pay to all creators and presenters across both men’s and women’s football, including providing industry
rates and full travel and expenses for all Pixel FC appearances.

Each member of the Pixel team – Alex Bailess, Samantha Miller, Abbi Summers, and Mollie and Rosie Kmita – will all travel to Australia and New Zealand for the upcoming women’s World Cup, fully funded and supported by Pixel.

There they will be given pitchside access to England matchdays, as well as creating content with the Lionesses throughout the tournament.

Baroness Sue Campbell, Director of Women’s Football at The FA, said: “In 2023, we’ve seen match attendances and audience figures continue to break records across women’s football – and we thank those media who have helped share our story over the past few years – though there is still a lot of work to do to respond to such a significant growth in appetite.

“Google’s commitment to helping us raise the visibility of women’s football offers another step towards tackling the gender bias we still see so often around sport. Our ambition is to ensure there is access and opportunity for every girl and woman to participate, play and watch football by 2024, and harnessing the incredible power of the media.

Alex Bailess, founding member of Pixel FC, added: “I’m delighted to be one of the first ever Pixel FC members. Women’s football is such a special place, and I’m so privileged to be able to cover the game, especially at a time like this with all the growth around us. However just because things are better doesn’t mean they’re perfect, and it’s so important brands like Pixel are stepping up to give us the support we need. Even now I have to struggle to get basic
amenities like travel and expenses covered for my work, and like so many others I was desperate to go out and cover the World Cup, but just couldn’t find the funding to do so until Pixel stepped in. Initiatives like this make such a difference, and I can’t wait to see what the next few years bring!”