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FIFA crowns Visa as first global women’s soccer sponsor


In less than a week after announcing a new commercial relationship framework, FIFA has named payment technology firm Visa as its inaugural global women’s soccer sponsor. Visa will become the first official partner of the 2023 FIFA Women’s World Cup in Australia and New Zealand. This firm will serve as the national team tournament’s exclusive payment service. Visa will put all of its resources into this cooperation, implementing its payment infrastructure throughout the tournament venues. Of course, this is not all; they will also provide experiences for fans and clients at the event and activate the player of the match award.

More on FIFA’s new commercial partnership structure, which includes separate women’s and esports sponsorship rights, can be found here.

Until now, sponsorship rights for FIFA’s women’s soccer properties had been offered alongside the men’s. Visa has now claimed the top partnership tier inside FIFA’s new women’s soccer vertical. Therefore, granting it substantial marketing rights across all women’s national team tournaments.

More to come

Visa’s commitment to women’s football is long-term. They regard these women as game-changers in the truest sense of the word and are excited to see how far women’s football can go. This agreement expands on FIFA’s long-standing partnership with Visa, which has been a global partner of the governing organisation since 2007. But this is not Visa’s first; in 2018, the European soccer authority opted to unbundle the inventory from the men’s game. This is not all as Visa became the first-ever sponsor of Uefa women’s soccer.

In other women’s football news, Serie A TIMvision will gain exposure thanks to a new two-year agreement with ata football. This women’s soccer-focused startup will broadcast Italy’s top division on its atafootball.com digital platform, with over 100 live matches available to fans in the United States, Germany, and Canada. The collaboration, which also includes a weekly highlights show and clips, will be the first time Serie A TIMvision will be available via a streaming service in the three markets covered by the agreement.