Visa introduced its Click to Pay solution for football fans today (May 20), allowing for the purchasing of tickets for the UEFA Women’s EURO 2025 this summer.
The payment method will be available on UEFA’s ticketing platform and offers a “frictionless” option for fans to purchase tickets without the need to enter manual card data and personal details.
Visa’s Click to Pay technology utilises tokenisation, which provides payees a unique 16-digit code to be used for one-time payments. Tokenisation also offers enhanced security measures, as the 16-digit code is only available to the payee and UEFA for ticket purchases.
This is the latest payment innovation Visa has brought to UEFA as part of its longstanding sponsoring partnership with Europe’s football governing body.
Kim Kadlec, CMO Visa Europe, commented: “At Visa and with our sponsorship platforms we continually strive to enhance the fan experience through our technology. We recognise the rise of digitally savvy fans who find it frustrating to enter card details.
“We are thrilled that Click to Pay is now available on the UEFA ticketing platform, simplifying online ticket purchases for the UEFA Women’s Champions League final and UEFA Women’s EURO matches.”
The introduction of enhanced security for ticket purchasing comes at a critical time as UEFA is set to host the Women’s Champions League Final in Lisbon on May 24 between Arsenal and FC Barcelona Femení. The European football organisation will also host the Women’s EURO 2025 this summer in Switzerland, from July 2-27.
UEFA has confirmed that the Women’s EURO 2025 is set to be the most attended edition of the competition in history, with ticket sales surpassing 550,000 in total, more than the entirety of ticket sales for Women’s EURO 2022.
Guy-Laurent Epstein, UEFA Marketing Director, added: “As we look forward to record-breaking attendances at UEFA Women’s EURO 2025 and a fantastic UEFA Women’s Champions League final in Lisbon, providing fans with a frictionless way to secure their seats is essential.
“Seamless digital solutions like Visa Click to Pay make purchasing tickets more convenient and secure than ever. We are thrilled to work with Visa to bring this innovation to our ticketing platform, ensuring more supporters can experience the excitement of women’s football firsthand.”
A needed solution?
Whilst demand for the competition, and women’s football overall, has reached new levels of attention, Visa’s Click to Pay solution comes timely as ticketing scams and fraud remain a relevant issue within football.
At the start of the 2024/25 season in August, a Lloyd’s Bank report revealed 6,000 of its UK customers were subject to ticketing fraud, with victims losing £177 on average.
While these findings mostly relate to buying tickets for men’s competitions, the increase in global attention for women’s football, whether it pertains to attendance or viewership figures, could mark a similar trend within the women’s game for Women’s EURO 2025 tickets if they sell out.
Liz Ziegler, Fraud Prevention Director at Lloyd’s, stated in April 2025 that football fans should remain vigilant when it comes to purchasing tickets and avoid potential scams particularly on social media platforms, like Facebook and X.
She said: “Our research from 2024 shows that football ticket scams increased by around a third last season, with victims losing £177 on average. However, in some cases, this can be in the thousands.
“These scams often involve posting pictures of authentic-looking tickets to convince buyers they’re genuine. Once the buyer pays, typically via an insecure payment method like a bank transfer, the scammer disappears, leaving fans disappointed, without tickets and their hard-earned money.”
