FIFA has announced Visa as the first Global FIFA women’s football partner, which comes into effect in 2023.

In collaboration since 2007, the partners’ new deal looks to develop a commercial structure and create new opportunities in growing the women’s game.

“As a long-standing FIFA Partner and a proud supporter of women’s football, it was a natural choice for Visa to become the first-ever Women’s Football Partner at FIFA,” commented Sarai Bareman, FIFA’s Chief Women’s Football Officer. 

“Visa is well known for supporting athletes and seeing the positive benefits that can come through sport. They are advocates for equality, diversity and inclusion, core values that are shared by FIFA and the FIFA Women’s World Cup, as we grow and celebrate the women’s game.”

The banking enterprise looks to introduce its payment technology at football venues and deliver experiences for fans and clients. This includes offering new ways to pay utilising Visa’s marketing campaign assets and in a bid to drive mutual business priorities.

Furthermore, Visa will also incorporate its Team Visa programme and activate the Player of the Match award to create new experiences for fans.

“Through our continued partnership with FIFA, we believe we can shine a brighter light on equality, diversity and inclusion for women footballers, both on and off the pitch,” added Andrea Fairchild, Senior Vice-President, Global Sponsorship Strategy at Visa. 

“Our commitment to women’s football is not short-term – we see these women as game changers in the biggest sense of the word and love to see the new heights women’s football continues to reach. We are thrilled to continue this trajectory as we look toward Australia and New Zealand in 2023.”

Additionally, the organisations have described the deal as ‘a catalyst for change’ for the growing recognition of women’s football. 

Visa’s has also introduced programmes that are designed to help athletes in their careers, including Team Visa since 2000, which has helped over 500 athletes, including 22 female footballers.

The expanded FIFA Women’s World Cup is kicking off in nine cities across Australia and New Zealand in 2023, whilst marking the first time that the tournament will head to the southern hemisphere and that 32 teams will take to the pitch.

The last women’s world cup had just over a billion followers and, in line with historic patterns, predictions have been made that the 2023 tournament will increase this figure to two billion, whilst some experts have considered the sport as having become the ‘fastest growing fan base’.

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