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The Women's Football Association (WFA) Challenge Cup tournament had commenced in 1970 and it gained immense popularity over the years. Through this prestigious tournament, the women football had secured growth in the country. In November 2023, the Football Association (FA) had signed a three-year deal with Adobe for title sponsorship of the tournament. As a part of the deal, the FA would get access to wider Adobe Digital Media tools such as the company's 'Photoshop, Express, Firefly, and Acrobat' platforms. However, the WFA had faced the challenge of insufficient prize money compared to the men's competition. According to the participating clubs, the WFA Cup prize money in the early rounds was inadequate to cover 'away-tie' costs. In an effort to address the issue, in November 2023, the FA had officially declared that in the 2024 season WFA Cup prize money had been doubled to about GBP6 million. With this backdrop, would Adobe be successful in taking the WFA Cup competition to greater heights with its sponsorship deal?