Last Thursday, Visa signed a seven-year deal with European soccer body UEFA to sponsor the women’s game at all levels. But… How will it help exactly?
The deal sees the payments company become the first ever sole sponsor of the women’s game at all levels. It means Visa is the main partner of the Women’s Champions League and the Women’s European Championships.
UEFA’s head of women’s football, Nadine Kessler, said the deal “marked another milestone for women’s football and what it can offer” and proved the game had “taken on a new dimension”.
The deal, which will also see Visa sponsor the Women’s Under-19 and Under-17 Championships and the UEFA Women’s Futsal European Championships, runs until 2025.
UEFA said the move was the first of its kind and followed the decision last year to ‘un-bundle’ sponsorship rights from the men’s game in order to create more commercial opportunities.
The men’s and women’s Champions League and European championship rights were previously packaged together, but now the soccer body said Visa will become the main partner.
Next year’s Women’s Champions League final will be staged in Budapest. England will host the women’s European Championship in 2021 with the final set for Wembley Stadium. So, with Visa as the new partner, we can expect great improvements in women’s football, which is growing faster and faster as the time pass.