Visa to Support Women-Owned Businesses at FIFA Women’s World Cup

By Adedapo Adesanya

Global payment service giant, Visa, will celebrate the numbers, and the stories behind them throughout this year’s FIFA Women’s World Cup 2023, scheduled to start later this month in Australia and New Zealand.

Visa, a FIFA Women’s Football Partner, announced a first-ever extension of the coveted Visa Player of the Match athlete award to support women-owned small businesses (WSMB) with $500,000 in total grant funding across the 64 matches and potentially 32 qualifying countries.

Speaking on this milestone, Mr Andrew Uaboi, Vice President and Head of Visa West Africa, said, “Visa understands equity requires action and resources. We’re excited to use the world’s biggest stage for women’s sports to put the power for change into the athlete’s performance – and uplift a business in the home country of each game’s Player of the Match.”

“Nigeria is one of the leading African countries with the highest number of female entrepreneurs. We are passionate about using this initiative to create a positive impact on society, in addition to advancing the growth of women-owned small businesses in our region. We also see this as an opportunity to inspire young girls to dream big and pursue their passion for the beautiful game,” he added.

The Visa Player of the Match trophy is awarded at each of the 64 matches to the player who fans vote to be the most outstanding of the match. At this year’s tournament, which is scheduled to start on July 20 through August 20, audiences watching at home will once again have the opportunity to celebrate the women on the pitch and for the first time, help elevate women in business at the same time.

Building up to the final match, Visa will award 64 grants to women small businesses from the same country as the national team represented by the winning footballer.

This means if a player from first-time entrant Panama or a veteran from the defending champion United States team wins the player of the match, a woman small business owner in her country will receive a grant to help towards her own goals.

In Nigeria’s case, if Barcelona forward, Asisat Oshaola, wins any of the awards, a woman’s business owner in the country will be rewarded.

The funding ranges in value from $5,000 for the 48 first-round matches up to $50,000 for the final. The winning small businesses will be announced live at the athlete trophy presentation.

This initiative stems from Visa’s multi-year commitment to helping women entrepreneurs access crucial financial resources and empower inclusion in the global economy, noting that supporting women in sports is important for future business success.

Visa noted that it is committed to empowering women across its organization and through its brand support. For more than 15 years, Visa’s investment in women’s football has advocated for equity, inclusion, and creating meaningful connections with athletes, fans, and communities around the world.

Visa is the first FIFA Women’s Football Partner, the first standalone sponsor of UEFA Women’s Football, and a sponsor of national teams, including the US Soccer Federation and Mexican Football Federation.

In the host countries of Australia and New Zealand, Visa’s FIFA Women’s World Cup 2023 tells the story behind the FIFA Women’s World Cup athletes, honouring and spotlighting their own numbers and journey.