Ahead of International Women’s Day, Visa has made a landmark commitment to match its activation budget for the 2018 FIFA (Men’s) World Cup in the brand's marketing investment around the Women’s Game.
It follows last year’s groundbreaking agreement between Visa and UEFA Women’s Football – an unprecedented partnership that is set to run until 2025.
Visa revealed the pledge in a blog post authored by Adrian Farina, SVP Marketing – Europe.
He said: “Women’s football is flourishing. Participation in the game has more than doubled since 2013 with football the number one women team’s sport in 21 countries across Europe.
“It’s taken a lot of hard work and perseverance to get to this point where the game is getting the recognition it deserves. But the fight isn’t over.
“Across Europe, we’re yet to see women’s football fulfil its true potential and showcase the value it can have in our wider communities.
"That’s why at Visa, we are dedicated to growing the acceptance of the women’s game globally.
“We will play our part in ensuring the women’s game gets equal standing, recognition and appreciation as the men’s game because it’s about time.”
The revelation coincided with the announcement of the brand’s first Team Visa roster of leading European women’s footballers.
Lionesses stars Nikita Parris (Manchester City) and Lucy Bronze (Olympique Lyonnais) both feature on the 13-strong list following their role in helping England lift the She Believes Cup in the United States.
Bronze said: “I'm delighted to be part of Team Visa, working together to promote acceptance of women’s football across the world.
“I know the power of what can be achieved as a team, on and off the pitch, and look forward to accelerating the growth of the game over the next few years.”
The commitment comes ahead of this summer's FIFA Women's World Cup in France, expected by many to be a watershed for brand activation in women's football.