Visa signed deals with 33 women's soccer players

The GIST: Visa is putting the “world” in World Cup. On Monday, the financial services company signed deals with 33 women’s soccer players from 27 countries ahead of July’s FIFA Women’s World Cup (WWC), highlighting the sport’s growing global appeal.

The details: New Visa athletes include the USWNT’s Catarina Macario, Sam Mewis and Mallory Swanson, CanWNT captain Christine Sinclair, and Brazil star Debinha. All 33 players will have access to financial literacy tools, mental health and wellness resources, and philanthropic assistance.

The context: Just like us, Visa is a huge fan of women’s soccer. The brand became FIFA’s first women-focused partner in 2021 and inked similar agreements with UEFA, the U.S. Soccer Federation, and the Mexican Football Federation. Visa also launched an ad campaign around women-led businesses during last summer’s Women’s Euro.

The opportunity: Women’s soccer is building an impressive following — fans from 132 countries have purchased tickets to this summer’s WWC so far, and 52% of global spectators classify themselves as “supporters” or “superfans.” The sport’s Gen Z base is even more passionate — a whopping 58% say they watch as many games as possible.

• Notably, younger fans channel their passion into unique consumption habits. All fans seek live matches, and while most also look for highlights and breaking news, Gen Z specifically prefers memes and inspirational stories.

Zooming out: From the USWNT’s equal pay battle to the ongoing international fight for equality, the rise of women’s soccer is inextricably linked to a global push for gender equity. Visa’s portfolio of sponsorships aligns with those shifting cultural perspectives, and it may help them score with Gen Z in the process. Values are everything.