Visa champions female-led businesses in Uefa Women’s Euro 2022 campaign
Visa has unveiled its ad campaign for the Uefa Women’s Euro 2022, focusing on the positive impact team sports can have on female entrepreneurs.
The brand, which is a sponsor of the tournament, enlisted Wieden+Kennedy London for a campaign that would showcase the synergies between sport and business and how Visa is enabling access and participation – both in football and the digital economy.
The result is a series of 10-second spots called ’Team Talks’ that spotlight a mix of footballers such as Alexia Putellas of Spain and Nikita Parris of England, as well as business owners like nail salon owner Billie Deakin and food truck owner Harp Gill.
The ads will run across video-on-demand, digital and social media platforms.
Visa has partnered with The Guardian to deliver widespread coverage across audio, digital and print formats and is sponsoring the launch of the publication’s new podcast, The Guardian’s Women’s Football Weekly, as well as its established women’s football newsletter.
Its partnership with Sky Sports, meanwhile, sees footballing stars including Fran Kirby and former England winger Karen Carney in a series of short films focused on topics such achieving excellence, the future of the game and the importance of supporting women footballers throughout their careers and beyond.
Finally, during the final week of the tournament, Visa will takeover London’s Piccadilly Lights to use its 3D technology to bring to life the Player of the Match trophy.
Adrian Farina, Visa’s chief marketing officer for Europe, said: “At Visa, we believe that it is only when we are all included that we have a chance to thrive. As the first dedicated sponsor of Uefa women’s football, Visa’s Uefa Women’s Euro 2022 campaign cements our commitment to driving acceptance and opportunity for everyone, everywhere. We’re proud to build on our sporting legacy to celebrate excellence and drive inclusion both in women’s football and the economy.”