Consolidated as one of the most globally active sponsors of women’s football, Visa supports the World Cups in Australia and New Zealand. It does so with an investment looking to strengthen its growth in the sport at all levels “promoting acceptance, increasing visibility and guaranteeing the future” of the discipline, said Bea Larregle, Visa’s regional managing director in southern Europe. .

This multinational financial services company has been supporting women’s soccer for 15 years and has collaborated with many leading organizations around the world, leading to becoming FIFA’s first women’s soccer partner for the 2021 World Cup. “This sponsorship is an excellent platform to support and give visibility to players and the fan community in general,” explained Larregle in an interview with EXPANSIÓN. “We’ve seen this World Cup continue to break records in terms of stadium attendance, tickets and media interest, a clear sign that we are further achieving the much-needed visibility for women’s football.”

Catalyst

“We have been one of the most active sponsors of women’s football in the world for several years,” added the board. Their aim is to be a catalyst for change and contribute to the growing recognition of women’s soccer. “Through our sponsorship, we are committed to leveling the playing field on and off the pitch.”

Along with the global sponsor of the FIFA World Cup, Visa is the sponsor of the Paris 2024 Olympics and also maintains local alliances such as Keres Esports, the first women’s esports club in Europe, or the first edition of the Queens League. Off the field, she also promotes equality with programs like She’s Next which she has launched in several European countries to support women entrepreneurs with small businesses through financing, personalized advice, digital trade training and mentoring.

Within this framework, Spain is an important country for Visa, where the Second Half, its initiative to promote the professional career of footballers off the pitch, was very well received. The first issue was released in early 2021 in the United Kingdom and, a few months later, in October of the same year, it was expanded to Spain.

Following its success, the second edition of the program started in February this year, where LigaF led by Beatriz Álvarez was also featured. “Having been established in 2022 as a professional women’s league, we obviously want to ally ourselves with League F in this second edition,” said Larregle.

Some of the goals for the first year are through more participatory sessions where players share concerns and by promoting sessions that help develop a network of contacts between them. “And now if someone wants to take a step into the company, and we can help them, that’s even better.”

In terms of numbers, the goal of increasing the number of registered participants has been achieved, with 28 players from eight clubs (Betis Féminas, Atlético, Villarreal, Tenerife, Sporting Club de Huelva, Valencia, Levante Las Planas and Madrid CFF ).

Visa did not disclose investment figures, “but this second edition, added to our five-year sponsorship roadmap, demonstrates our long-term commitment to women’s visibility and recognition.” The group bears all program costs so it can be free for participants.