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VISA WOMEN'S FOOTBALL PARTNERSHIP

Backing the future of football before it became impossible to ignore.

A partnership built on visibility, legitimacy and progress. Helping women's football grow in Spain, inside culture and beyond the game.

The Strategic Opportunity

Women's football
in Spain was
becoming a cultural
movement.

More fans. More visibility. More heroes. A new generation falling in love with the game.

Visibility

Helping women's football occupy more space in culture.

Legitimacy

Supporting the professional growth and recognition of the women's game.

Progress

Connecting Visa to a sport that represents equality, possibility and momentum.

The Idea
The opportunity was never just to talk about football. It was to capture the cultural tension behind it: visibility, recognition, equality, progress. So we moved the focus from the pitch to the players — and turned their stories into inspiration for a generation watching the game differently.
The Work

More than a
sponsorship.
A partnership
with purpose.

Connecting Visa with women's football across visibility, fan engagement, player support and long-term platform building.

In the Field

Moments from the partnership.

Visa x women's football
Skills session at the trophy tour
The Second Half — LaLiga Business School panel
Visa x UEFA Women's Football
Visa — Worldwide Partner, FIFA Women's World Cup 2023
Visa x women's football portrait
The Impact

The numbers behind
a cultural shift.

70%
of fans say brands help boost the visibility of women's football
67%
say brands are essential to the development of women's football
53%
of fans developed their interest in women's football in the last 3 years
62%
among 18–24 year-olds
44%
expect to increase their engagement significantly in the next 3 years
Making History Together
91,648
fans attended FC Barcelona Femení vs Wolfsburg at Camp Nou.
A world record for a women's club football match.
5.6M
average viewers watched Spain win the 2023 Women's World Cup final.
7.4M
peak viewers in Spain.
65.7%
TV share, peaking at 71.1%.
The highest-ever TV audience in Spain for a women's football match.
Why It Mattered

Visa helped make
the case for
women's football.

A role inside a movement redefining football culture. Not just buying visibility, but helping build the future.

Inside culture before it peaked
+
Supporting progress before it became obvious
+
Helping build the future, not just buying visibility from it
=
A brand part of the infrastructure of belief around women's football.

The best sponsorships don't borrow meaning from culture. They help culture move forward.

From a sponsorship line to a place inside the culture of the game.

Visibility, legitimacy and progress — backed before women's football became impossible to ignore.

Helping build the future, not just buying a moment in it.

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