“It’s everywhere you want to be.” That includes the 2019 FIFA Women’s World Cup in France.
Visa is no stranger to sponsoring events on the biggest sporting stage, having served as a worldwide partner of FIFA since 2007. Their current deal runs through 2022 and allows the partnership to provide fans exclusive access and other perks to the FIFA World Cup, FIFA Women’s World Cup, and more than 40 other FIFA events.
The eyes of the international soccer world will descend on France this summer when 24 countries will battle it out for the ultimate prize in women’s soccer. A host of brands are sure to activate on the ground across France and across social/digital media. For Visa, their activations at the 2019 FIFA Women’s World Cup will be a part of its largest onsite investment ever in women’s soccer.
They started activating the tournament all the way back in December, following the tournament’s Group Draw. Two days after the draw, pre-sale tickets for the tournament went on sale exclusively to Visa cardholders. Early access to tickets is nothing new to credit card companies in a variety of industries, especially sports, concerts, and movies, but it’s an easy perk for fans to cash in on. It also provides value for all parties – fans who get early access to tickets, the event itself from an attendance standpoint, and from credit card companies who can dangle exclusive/early ticket access as a perk to encourage new users to sign up.
Leading up to the tournament, the brand launched their new campaign entitled One Moment Can Change the Game, which includes the spot below.
A look at Visa's new spot ahead of this year's FIFA Women’s World Cup.
The “One Moment Can Change the Game” campaign is focused on amplifying the meaningful moments women are creating on and off the pitch. pic.twitter.com/p1MuF2hqUx
— Front Office Sports (@frntofficesport) May 3, 2019
This spot showcases the messaging of empowerment and how a simple gesture can lead to bigger and better things. While soccer is a game that lasts 90 minutes on the field, it is a much greater impact on the game of life. It builds work ethic, showcases sportsmanship, teaches teamwork, and it can be used to inspire a generation through actions on-and-off the field – all messaging points Visa is looking to communicate this summer.