Google "Pixel Cam"

ABOUT THIS ENTRY

Football is the most watched sport in the world. Unless women are playing. Not because of the game, but because of how it’s broadcast. While men’s matches use 20+ camera angles, games in the German Women’s Bundesliga are often covered with only four. Less proximity means less visibility, and less perceived equality. As official partner of the Google Pixel Women’s Bundesliga, we set out to close that visibility gap through media itself.

Don’t change the game. Change the way it’s seen – with the Google Pixel Cam. For the season opener, we integrated dynamic smartphone-shot perspectives directly into the live TV signal, bringing viewers closer to the game than ever.

The first live broadcast of a professional football match using integrated smartphone cameras. Google Pixel 10 devices became official cameras behind the goal, on the bench, and at pitch side. Broadcast became Broadercast – today part of every matchday.

How does this represent "Excellence in Engagement"?

Modern sports fans want more than a distant view of the game. They want to feel close to the action. The Google Pixel Cam transformed the viewing experience by giving fans access to perspectives previously unavailable in women’s football coverage: from the bench, behind the goal and directly at pitch side. These new angles allowed audiences to experience the match from inside the action rather than from afar. At the same time, the project demonstrated how brands can meaningfully contribute to sports ecosystems. As official partner of the league, Google Pixel didn’t interrupt the fan experience with advertising – it improved the broadcast itself. By upgrading live production with consumer technology, the initiative showed how innovation and true partnership can deepen fan engagement while increasing the visibility of women’s sports.

Objective

Football is the most watched sport in the world. Unless women are playing. Not because of the game – but because of how it’s broadcast. While men’s matches are typically covered with more than 20 camera angles, games in the German Women’s Bundesliga are often captured with just four. Fewer perspectives mean less proximity, less emotion and ultimately less visibility. As official partner of the Google Pixel Women’s Bundesliga, Google Pixel set out to help close this visibility gap together with the league. The goal wasn’t to launch another marketing campaign, but to improve how fans experience women’s football. Instead of changing the game itself, we changed the way it’s seen. By expanding the live broadcast with smartphone-shot perspectives, we aimed to bring fans closer to the action and reveal the pace and intensity of women’s football the way it’s experienced inside the stadium.

Strategy & Execution

Don’t change the game. Change the way it’s seen. For the opening match of the 2025/26 Women’s Bundesliga season, Google Pixel introduced the Pixel Cam to expand the live broadcast. Working closely with the league and broadcast partners, Google Pixel 10 devices were integrated directly into the official TV production. Positioned behind the goal, on the bench and at pitch side, Pixel devices functioned as fully operational broadcast cameras embedded in the production workflow. This enabled operators to capture handheld, pitch-level footage rarely seen in traditional coverage, creating a faster and more immersive viewing experience. No product placement. Just product in use. Through this collaboration with the league, consumer smartphones became part of the broadcast infrastructure, adding new perspectives to women’s football coverage.

Organizations

• Media Futures Group

Links

•   Website

Featured

• All German Women’s Bundesliga players

Credits

Robert Zitzmann
Managing Director
Jung von Matt

Katja Kraus
Managing Director
Jung von Matt

Ronnie Patt
Executive Creative Director
Jung von Matt

Alexander Michaelsen
Executive Creative Director
Jung von Matt

Felix Appelfeller
Executive Sponsoring Director
Jung von Matt

Felix Umbach
Creative Director
Jung von Matt

Michelle Sitko
Motion Designer
Jung von Matt

Annika Verborg
Head of Digital
Jung von Matt

Antonia Kühn Kühn
Senior Consultant Digital
Jung von Matt

Sven Beverst
Senior PR Manager
Jung von Matt

Anna-Carina Breckweg
Client Service Director
Jung von Matt

Philipp Bitsch
Project Manager
Jung von Matt

Mayra Schmidt
Art Director
Jung von Matt

Maximilian-Frederik Helmer
Senior Creative Producer
Jung von Matt