Dillon Payne

Visa’s Notable Investment in Women’s Soccer Grows with U.S. Soccer

With the 2019 FIFA Women’s World Cup starting later this week, it’s worth taking a look at brands who are committing to making a serious impact in women’s soccer. Many brands have made a great commitment to women’s soccer during this World Cup year; however, if there’s one brand that has stood out above the rest it’s Visa.

Last week, Visa announced a sponsorship with the U.S. Soccer Federation which will run through 2023 with the goal of contributing to its long-standing investment of women’s soccer. As part of this agreement, Visa will be the presenting partner of the SheBelieves Cup, a tournament run by U.S. Soccer which brings together four of the best women’s soccer teams in the world.

“With Visa joining us in our long-term investment in women’s soccer, we will continue to increase opportunities for women players, coaches and referees at all levels. Overall, we are looking forward to Visa helping us reach our mission by increasing participation, developing world class players, coaches and referees, and increasing fan engagement.” – Jay Berhalter Chief Commercial Officer, U.S. Soccer

Visa will also launch a U.S. marketing campaign to celebrate the U.S. Women’s National team as they travel to France in hopes of winning their fourth FIFA Women’s World Cup title. This ad features players like Mallory Pugh, Becky Sauerbrunn, Rose Lavelle, Jessica McDonald, Abby Dahlkemper and Adrianna Franch.


“As a leading sponsor of women’s soccer and advocate for female empowerment, Visa is dedicated to accelerating the growing support of the game, on and off the field. From championing professional players and celebrating their stories, to tapping into the strength of the Visa brand and elevating the game’s visibility across the world, Visa’s commitment to women’s soccer is here to stay.” – Lynne Biggar, chief marketing and communications officer, Visa

While this may seem like a hefty investment, you should know that this is just Visa’s partnership with U.S. Soccer. The financial services corporation is also a major sponsor of FIFA and UEFA Women’s Soccer which includes partnerships that scale all the way down to the FIFA U17 Women’s World Cup.

What’s most notable about Visa’s commitment is that it seems both genuine, not supplementary, as most partnerships between men’s and women’s soccer can feel. Visa feels like it is here for the long run and this investment is only just the beginning of the brand’s foray in the empowering women through soccer.


Categories: Soccer Marketing, Sponsorship, Women's World Cup