‘One Moment Can Change the Game’ will amplify the meaningful moments women are creating on and off the pitch. During this year’s tournament, which runs from June 7 to July 7, Visa will further extend its support of women and underscore its commitment to diversity and inclusion.
The global campaign will be activated in 33 markets, feature a combination of hero and social films and span broadcast television, digital, social, print and out-of-home.
FIFA’s Chief Women’s Football Officer, Sarai Bareman, said: “It is vital for the growth of women’s football that we have partners like Visa heavily involved in our showpiece event, and I am pleased to support the launch of their global campaign that centres on women’s empowerment.”
Visa’s global campaign has been produced by Saatchi & Saatchi London and showcases a series of authentic vignettes, inspired by the true stories of female footballers, including Team Visa athletes Lucy Bronze, Eugenie Le Sommer, Kim Little, Dzsenifer Maroszan and Nadia Nadim.
The tournament will mark Visa’s largest on-site investment in women’s football to date. Visa will also provide 1,600 upgraded point-of-sale terminals in nine official World Cup venues.
All point-of-sale terminals will be enabled with Visa sensory branding, signifying a completed transaction through a custom Visa sound and animation. Commemorative contactless Visa prepaid cards and payment-enable wristbands will also be made available for fans.
The launch of the new campaign comes after Visa in March made a landmark commitment to match its activation budget for the 2018 men’s World Cup in the brand’s marketing investment around the women’s game.
VISA’s campaign for the men’s FIFA World Cup won International Campaign of the Year in association with YouGov Sport at the BT Sport Industry Awards 2019.