MIAMI, FL. – July 19, 2023 – With just few days away from the FIFA Women's World Cup Australia & New Zealand 2023™ kick-off, Visa (NYSE: V), FIFA Women’s Global Football Partner, reaffirms its commitment to advance women’s empowerment with its most extensive marketing campaign for the FIFA Women’s World Cup™ to date in Latin America and the Caribbean (LAC).
From standing with female athletes who, until not so long ago, were not allowed to play the sport in some countries, to celebrating the small acts of support that athletes receive along the way and empowering every person to pursue their passions, Visa is using the power of its brand and sponsorship to lead strong marketing campaigns in Latin America and the Caribbean for the FIFA Women's World Cup 2023™. The campaigns center on inspiring stories aimed at driving all women to embrace their full potential, encouraging everyone to strongly support the female soccer players that will be competing in Australia and New Zealand.
“For more than 20 years, Visa has scored a strong record supporting women in sports, and we are excited to take our women’s empowerment efforts to the next level with the largest and most extensive women's football brand program we have launched in the region, ahead of the FIFA Women's World Cup 2023™,” said Luciana Resende, Senior Vice President of Marketing for Visa Latin America and the Caribbean. “Visa is a brand committed to driving gender equality and our marketing campaigns not only spotlight our position as a catalyst of positive change, helping level the playing field and inspiring all women to succeed and follow their dreams on and off the pitch, but igniting a movement to drive support for women’s sports all around”.
Visa’s integrated marketing efforts in Latin America and the Caribbean are built on the premise that choosing to watch the FIFA Women’s World Cup 2023™ is the greatest empowerment and support we can give to our women athletes. That’s why Visa want to be a driving force in building excitement and enthusiasm for everyone to watch the games as FIFA Women’s World Cup Australia & New Zealand 2023™ approaches.
For the first time, Visa’s women football marketing campaigns are being simultaneously launched in 15 markets in the region with 26 financial institution clients activating exclusive football-themed promotions for Visa cardholders. Efforts include co-branded FIFA Women's World Cup 2023™ limited edition cards with one of our largest partners in the region, and the opportunity for up to 200 consumers from Latin America and the Caribbean to win paid trips to watch the tournament and score the experience of a lifetime thanks to Visa.
Advocating for Women Empowerment
Visa’s multi-channel marketing efforts include television promos, printed ads, digital and social media content and outdoor live activities. All the brand initiatives seek to consolidate Visa’s growing movement of empowering women, capturing the story of women who have believed in their potential and have worked hard to achieve what they want.
- In Brazil, the #EscolhaJogarComElas movement, seeks to praise women in sports and encourage people in the country to watch the FIFA Women’s World Cup™ matches with the same dedication and passion that is devoted to males’ tournaments. The campaign tells the history of women’s football in Brazil, showing the struggle faced by the players due to the prohibition of this women’ sport between 1941 and 1979. The narrative is reinforced with stories, such as Rata, a former footballer, who was banned from practicing the sport and expelled from home for pursuing her dream of becoming an athlete. Visa also plans to distribute paint and tool materials for traditional paintings in the street and broadcast live transmissions of some of the games through itinerant trucks.
- In the Andean region (Colombia, Peru, Ecuador), Central America and the Caribbean (Costa Rica, Dominican Republic Guatemala, Panama) and Argentina, and Chile, the “When we believe, great things happen” campaign aims to celebrate the small acts of support that athletes receive along the way. The campaign’s creative centerpiece highlights the story of those girls that chose to believe and brought them to this moment. Short videos spotlight Daniela Montoya and Miriam Mayorga, players from the Colombian and the Argentinean Women's National Soccer Teams, respectively, and current members of Team Visa.
- In Mexico, the “Dare to follow your passion” campaign seeks to empower, recognize and celebrate women who have dared to follow their passion and fight for their dreams. The main narrative tells the story of a girl that decided to embrace her passion for football as a career of choice. The promo part of the campaign encourages Mexican consumers to follow their football passion with an exclusive promotion for Visa cardholders to win a trip to the FIFA Women's World Cup 2023™.
Visa’s investment in women’s football has focused on increasing visibility for the sport at all levels, driving acceptance, and future-proofing the game. Visa is the first FIFA Women’s Football Partner, the first standalone sponsor of UEFA Women’s Football, and sponsor of national teams including the U.S. Soccer Federation and Mexican Football Federation.