12/07/2022

Visa ‘When More Of Us Play, All Of Us Win’ Multi-Strand Euro 2022 Work Champions Women’s Soccer & Business

On 1 July, five days ahead of UEFA women’s Euro 2022 kick off, Visa released the main creative wave of its multi-strand host country campaign which championed both women in football and women in business titled ‘When More Of Us Play, All Of Us Win’.

 

The activation, created by agency Wieden & Kennedy London (with media handled by Starcom), highlights the brand’s commitment to gender equality in terms of accessibility and participation both on and off the pitch and emerged after brand research showed that team sports can have a positive impact on women entrepreneurs and what they do for their communities.

 

The integrated campaign spans TV, video-on-demand, digital and social media, as well as on-pitch and outdoor work, PR, plus pre-tournament offers and competitions and the UEFA sponsor’s exclusive rights to the ‘Visa Player Of The Match Award’ and the ‘Visa Ball Kids Programme’.

 

 

 

Its various spots and strands, led by a hero commercial, all seek to highlight a link between the tournament, women’s football, equality and how Visa is helping businesses of all sizes accept digital payments: with all genuine, real businesses featured in creative to ensure authenticity.

 

 

Visa also spotlights professional footballers and small businesses in out-of-home locations in a variety of key cities throughout the UK with the aim of creating local heroes outside London.

 

 

An additional OOH phase saw London’s flagship digital out of home Piccadilly Lights deploy ‘deepscreen anamorphic 3D technology’ to bring to life the Player of the Match Trophy sponsored by Visa.

 

 

An additional online video series strand called ‘Team Talks’, backed by a national PR push, featured leading female footballers and small business owners.

 

 

Visa also sponsored the tournament’s ‘Visa Ball Kids’ programme and had a highly visible presence during the tournament road show and the sponsor also ran a pre-tournament ticket contest.

 

 

 

 

 

 

 

Visa also ran a series of media partnerships to further amplify its tournament sponsorship and its activation campaign. A partnership with The Guardian delivered brand-backed coverage across the media organisation’s audio, digital and print platforms – including sponsoring the launch of the publication’s special edition women’s football podcast, ‘The Guardian’s Women’s Football Weekly’, as well as its existing women’s football newsletter.

 

 

An additional partnership with broadcaster Sky Sports features a series of famous female footballers including current England star Fran Kirby and former England player Karen Carney in a series of online short films. The series explores a set of tournament linked topics including achieving excellence, the future of the game and the importance of supporting women footballers throughout their careers and beyond.

 

 

Carney is also a co-creator of the Visa ‘Second Half’ initiative: which supports female footballers in Europe as they consider their careers after professional football.

 

According to Visa, the media partnerships with The Guardian and Sky Sports were crucial to Visa’s commitment to “walking the walk” and helping women’s football “grow and achieve its fullest potential”.

 

“If women’s football is going to achieve its full potential, it’s about the public, the press and the quality of the games, it’s going to take time,” said Visa Europe Chief Marketing Officer Adrian Farina. “But we want to make sure that we help to remove all of the barriers that may hinder that development. So coverage and exposure is critical. If you don’t see it, you won’t fall in love with it.”

“Small businesses are a critical part of the economy all across Europe,” continued Farina commenting on the current cost of living crisis. “Our involvement and support for small businesses goes way back [and] it’s been a commitment and a part of our marketing and business strategies for a long time.”

 

 

Comment

 

One long-term objective of the campaign is to cement Visa’s commitment to driving acceptance and opportunity for everyone, everywhere and another is to ‘build on its sporting legacy to celebrate excellence and drive inclusion both in women’s football and the economy’.

 

This UEFA Euro 2022 activation follows in the footsteps of Visa’s strong heritage of supporting and marketing around women’s football and other notable campaigns within its back catalogue include its women’s FIFA World Cup 2019 ‘One Moment Can Change The Game’ campaign and its 2019 USWNT ‘One Nation, One Team’ activation.

 

 

 

 



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