VISA signs unprecedented UEFA women’s deal

06 Dec 2018

By: Sport Industry Group

Visa has become the first-ever sponsor of UEFA Women’s Football in a landmark multi-year partnership running until 2025. 

The global payments technology company will support UEFA Women’s Football at all levels, from the grassroots game to the UEFA Women’s Champions League, following the unbundling by UEFA of sponsorship rights from the men’s game.

While rival Mastercard holds global rights to The Champions League and UEFA Super Cup, Visa will serve as a main partner of the UEFA Women’s Champions League, the UEFA Women’s EURO, the UEFA Women’s Under-19 and Under-17 Championships and the UEFA Women’s Futsal EURO until 2025.

The deal also covers UEFA’s football marketing platform Together #WePlayStrong, which is aimed at getting more girls and women to play football.

“We are delighted to announce this exciting and forward-thinking partnership with Visa and look forward to working together in new and imaginative ways to accelerate the already impressive growth of women’s football,” said UEFA’s director of marketing, Guy-Laurent Epstein.

“Together we can provide memorable experiences across all UEFA’s women’s competitions, while the partnership will help to create a unique platform to showcase our footballing heroes. This will not only help to inspire current fans of women’s football but also ensure future generations take an interest in the sport.

The move to change UEFA’s sports sponsorship model was undertaken to help continue to foster the rapid growth of women’s football across Europe, and to create more commercial opportunities to develop the game even further.

Charlotte Hogg, chief executive officer of Visa Europe said: “We are proud to announce Visa’s groundbreaking partnership with UEFA to support and accelerate the growth of women’s football throughout Europe. We want to inspire, enable and leave a legacy to girls and young women to follow their dreams.

“With UEFA, we plan to bring women’s football to the forefront because at Visa we believe in acceptance everywhere, from the pitch to the boardroom.”

The seven-year deal reflects the continued progress of women’s football across Europe, as well as the success of UEFA’s Together #WePlayStrong campaign.

Through the partnership, Visa will supply the campaign via co-branded content designed to change the image of the women’s game and make football the most played sport by women and girls in Europe.

Together #WePlayStrong has already achieved significant success in partnering with global popstar Rita Ora on her European tour and received nearly six million views on the Press Play vlogs, a content series in which some of Europe’s best women’s professional players give an insight into their daily lives.

“The women’s game has always had tremendous value for football and the wider society, but today marks yet another milestone for women’s football and what it can offer,” said UEFA’s head of women’s football, Nadine Kessler.

“Partnering with such a brand confirms our belief that we have entered this new era in women’s football at all levels of the game. We are proud and look forward to working closely with Visa, to draw on its vast experience in helping us to shape future growth in what are incredibly exciting times for the women’s game.”

Mastercard, a longstanding sponsor of the men’s UEFA Champions League announced at the start of the year it had renewed its partnership with UEFA until the end of the 2021 season.