New Deals Give Visa More Access To Women Soccer Events, Plus Africa

Visa has placed a premium on football sponsorship. Its latest announcement is the creation of a partnership between it and the UEFA Women’s Football Competitions that will last through 2025.

The partnership gives Visa a presence at the 2021 Women’s European Championships in the United Kingdom, as well as the Women’s Champions League that begins in 2019. Visa wants to be front-and-center at the top women’s competitions to enhance its visibility as well as promote its involvement surrounding diversity, aceeptance and inclusion.

Visa is also announcing a partnership with the Confederation of African Football Total Africa Cup of Nations tournament. That will provide Visa with added exposure for the 2019 and 2021 tournaments, where Visa will be the exclusive payment services provider.

Financial terms surrounding the new partnerships were not disclosed.

“Visa has strategically positioned itself at the center of football and these events will further exemplify the unique experiences only Visa can provide to fans across the globe,” said Visa chief brand and innovation marketing officer Chris Curtin. “These tournaments allow us distinctive opportunities to showcase Visa’s payment innovation, strengthen partnerships and highlight our evolved offerings to clients and fans.”

The payment technology company has been a FIFA partner since 2007, which included its involvement in the most recent 2018 FIFA World Cup in Russia. It is not cheap to have such a designation, as it reportedly costs between $25 million and $50 million per year to be a FIFA sponsor and $10 million to $25 million to be a premier World Cup sponsor.

Visa is said to have reached an eight-year extension with the World Cup in 2013 at total value of $170 million. It will be activating in association with the FIFA Women’s World Cup France 2019 Draw on December 10 by offering cardholders to be the first to purchase match tickets.