Pinterest has strengthened its presence in women’s sport by announcing a new partnership with Brighton & Hove Albion Women, becoming the club’s first standalone sponsor of the women’s team as it seeks to redefine the modern matchday experience through creativity and fan inspiration.
Built around the theme of bringing “inspiration to every game”, the collaboration moves beyond traditional sponsorship by combining football with fashion, beauty, food, wellness and self-expression. Through curated digital content and fan-focused activations, Pinterest will encourage supporters to discover ideas for every stage of the matchday journey, from matchday outfits and hairstyles to DIY banners, supporter accessories and watch-party inspiration.
The agreement represents another milestone in Pinterest’s broader strategy of investing in women’s sport as a platform for culture and creativity. Rather than focusing solely on brand exposure, the visual discovery platform aims to deepen fan engagement by turning online inspiration into real-world experiences. With more than 600 million monthly active users globally, Pinterest has identified growing consumer interest in athlete-inspired fashion, beauty trends and lifestyle content, positioning women’s football as a natural extension of its brand.
Louise Foley, Director of Consumer Marketing, Europe at Pinterest, said, “Football fandom starts long before kick-off. It lives in the outfit you pull together, the banner you paint the night before, the friends you go with and the little details that make matchday feel bigger than the game itself. Pinterest is where those ideas go from URL to IRL, and with Brighton & Hove Albion Women we want to celebrate that creativity and help make every game feel richer, more personal and more memorable for supporters.”
Zoe Johnson, Managing Director Women’s and Girls’ Football, added, “We are delighted to welcome Pinterest as the first solo sponsor of our women’s team. We’re looking forward to collaborating with them and helping to celebrate the players, fans, community and culture that make the city of Brighton & Hove and our football club such a special place.”
The partnership comes as Brighton continues to invest heavily in the long-term growth of its women’s programme, both on and off the pitch. Alongside ambitions to further strengthen its commercial portfolio, the club has outlined plans for a purpose-built stadium for its women’s team, underlining its commitment to establishing itself as one of the leading organisations in the Women’s Super League.
The collaboration also reflects the changing dynamics of sports sponsorship, with brands increasingly seeking authentic, year-round engagement opportunities rather than conventional logo visibility. By connecting football with creativity, lifestyle and community, Pinterest and Brighton & Hove Albion Women are positioning the partnership as a model for how brands can engage supporters in more meaningful and culturally relevant ways while contributing to the continued commercial growth of women’s football.
