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Visa Raises Global Investment in Women’s Football

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Heading into the FIFA Women’s World Cup France 2019™, Visa has announced an expanded commitment to women’s football, leveraging the brand’s sponsorship platform to inspire women athletes amidst the global gender equality and women’s empowerment movement.

“Sport presents a huge opportunity for women to pursue their dreams on and off the field,” said Lynne Biggar, chief marketing and communications officer, Visa. “Women make the vast majority of consumer purchases and start millions of small businesses a year. By making a substantial investment in women’s initiatives, including soccer, Visa is celebrating this powerful global force.”

Visa’s newest investments include supporting Women’s Soccer in the United States and Beyond; and partnership with United States Soccer Federation.

Visa has entered a five-year sponsorship agreement with the world leader in women’s soccer, the U.S. Soccer Federation, to contribute to its long-standing investment in the development of women’s soccer and support the U.S. Women’s National Team through 2023.

The support of U.S. Women’s Soccer complements Visa’s global investment in women’s soccer through partnerships with UEFA Women’s Football and Visa’s longstanding partnership with FIFA, including the FIFA Women’s World Cup™, FIFA U-17 Women’s World Cup Uruguay 2018 and FIFA U-20 Women’s World Cup France 2018.

Visa will be the presenting sponsor of the SheBelieves Cup, which was started in the run-up to the FIFA Women’s World Cup Canada 2015™, a four-team women’s international team tournament played in the United States each year.

The tournament is based around U.S. Soccer’s SheBelieves initiative, focused on inspiring young girls and women to accomplish their goals and dreams. The agreement between U.S. Soccer and Visa was facilitated by Soccer United Marketing (SUM), U.S. Soccer’s partner for the past 15 years.

“We are incredibly excited Visa is partnering with us on our overall mission to become the preeminent sport in the U.S.,” said Jay Berhalter, chief commercial officer, U.S. Soccer. “With Visa joining us in our long-term investment in women’s soccer, we will continue to increase opportunities for women players, coaches and referees at all levels. Overall, we are looking forward to Visa helping us reach our mission by increasing participation, developing world class players, coaches and referees, and increasing fan engagement.”

“Soccer United Marketing is proud to facilitate this multi-year partnership between U.S. Soccer and Visa,” said Jen Cramer, senior vice president, SUM. “We are always looking to establish partnerships with iconic, forward-thinking brands who are committed to advancing the game and developing female leaders for the next generation both in athletics and business. This exciting relationship between Visa and U.S. Soccer will elevate soccer’s popularity to even higher levels in North America, especially in advance of this summer’s FIFA Women’s World Cup™.”

Also, Visa is launching a new U.S. marketing campaign celebrating the U.S. Women’s National Team. The centerpiece is a new ad spotlighting stars Mallory Pugh, Becky Sauerbrunn, Rose Lavelle, Jessica McDonald, Abby Dahlkemper and Adrianna Franch as they attempt to earn a fourth star by winning the FIFA Women’s World Cup 2019™ title. The ad provides a glimpse into the players’ hard work and determination as they strive to achieve greatness on the world stage this summer. This builds upon Visa’s new global ad campaign, “One Moment Can Change the Game,” focused on elevating women in sports.

“My teammates inspire me in so many ways every day,” said Mallory Pugh, United States Women’s National Team Forward. “I am so proud to be part of Visa’s campaign which celebrates athletes the way we are and showcases the magic moments on the field. Visa’s campaign is another incredibly empowering message for women and girls.”

At the FIFA Women’s World Cup France 2019, Visa is the presenting sponsor of the Player of the Match, celebrating women soccer players. Soccer fans worldwide will have the opportunity to vote on FIFA.com for their favourite player for each of the 52 matches during the tournament. Players can be selected for their outstanding performance – amazing play, display of sportsmanship, or some other moment on the field.

The Player of the Match, Presented by Visa, trophy is designed to celebrate and create an opportunity for fans to have a voice and contribute to the growing recognition of the women in soccer across the world.

Team Visa Expansion

Visa’s roster of Team Visa athletes is expanding, as 18 new women’s soccer players from 16 countries will join Team Visa. They include: Ellie Carpenter (Australia), Christine Sinclair (Canada), Nadia Nadim (Denmark), Lucy Bronze (England), Fran Kirby (England), Nikita Parris (England), Eugenie Le Sommer(France), Dzsenifer Marozsán (Germany), Laura Giuliani (Italy), Shanice vd Sanden (Netherlands), Caroline Graham Hansen (Norway), Ewa Pajor (Poland), Kim Little (Scotland), Ramona Bachmann (Switzerland), Alexia Putellas (Spain), Kosovare Asllani (Sweden), Didem Karagenç (Turkey) and Megan Rapinoe (United States).

Since the beginning of the Team Visa program in 2000, on average fifty four percent of Team Visa have been women, including the newly announced 18 women soccer players from around the world. The program has supported more than 400 athletes and aims to provide athletes with the resources needed to achieve their goals on and off the field.

Visa Everywhere Initiative: Women’s Global Edition

On the opening day of the tournament on June 7, Visa will host the finals event for its first global competition focused on celebrating women entrepreneurs who are making strides in Fintech and Social Impact around the world. Twelve finalists from six regions will pitch their solutions for a chance to win the grand prize of $100,000 per challenge.

Uplifting Women from the Field to the Boardroom

Visa’s support for women goes beyond the playing field. Ninety four percent of women in the C-suite have played a sport at some time in their lives.1 Given the correlation between success in sport and business, Visa is a catalyst for supporting and championing women in all facets of life. Visa’s investment in women’s soccer globally builds on Visa’s initiatives that support women entrepreneurs and small business owners.

“As a leading sponsor of women’s soccer and advocate for female empowerment, Visa is dedicated to accelerating the growing support of the game, on and off the field,” continued Lynne Biggar, chief marketing and communications officer, Visa. “From championing professional players and celebrating their stories, to tapping into the strength of the Visa brand and elevating the game’s visibility across the world, Visa’s commitment to women’s soccer is here to stay.”

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

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Wellness Technologies Changing Everyday Life

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Not long ago, tracking your heart rate required a visit to the doctor’s office. Meditation meant sitting in silence with no guidance. Sleep quality was something you guessed at based on how groggy you felt in the morning. Today, wellness technologies have woven themselves into the fabric of daily routines so seamlessly that many people barely notice how much their habits have shifted. From smart rings that monitor recovery to apps that coach breathing exercises, the tools available now address physical, mental, and emotional health in ways that were unimaginable a decade ago.

Wearable Devices That Go Beyond Step Counting

The first generation of fitness trackers offered little more than a pedometer strapped to your wrist. Modern wearables have evolved dramatically. Devices from companies like Apple, Garmin, and Oura now track blood oxygen saturation, skin temperature variations, heart rate variability, and even electrodermal activity linked to stress responses.

What makes these devices genuinely transformative is the shift from passive data collection to actionable insights. A smartwatch no longer simply tells you that you walked 8,000 steps. It interprets patterns over weeks and months, alerting you when your resting heart rate creeps upward or when your sleep architecture deteriorates. This continuous feedback loop encourages users to make small, informed adjustments rather than relying on annual checkups to catch problems after they develop.

Mental Health Tools Powered by Artificial Intelligence

Perhaps the most significant wellness shift involves mental health support. AI-driven platforms such as Woebot and Wysa offer cognitive behavioral therapy techniques through conversational interfaces, making evidence-based strategies accessible around the clock. These tools do not replace licensed therapists, but they fill a critical gap for people who face long wait times, financial barriers, or stigma around seeking help.

Meditation and mindfulness apps like Calm and Headspace have also matured considerably. They now use machine learning to personalize session recommendations based on user behavior, mood logging, and even biometric data pulled from connected wearables. The result is a tailored experience that adapts as your needs change.

Sleep Optimization Through Smart Environments

Sleep technology has become its own wellness subcategory. Smart mattresses from brands like Eight Sleep regulate temperature throughout the night based on individual sleep stages. White noise machines have given way to adaptive soundscapes that respond to ambient noise levels. Even smart lighting systems now simulate natural sunrise patterns to support circadian rhythm alignment.

The integration between these devices matters as much as the devices themselves. A sleep tracker on your wrist communicates with your smart thermostat, which adjusts bedroom temperature as you transition between sleep cycles. This kind of coordinated environment design represents a meaningful leap forward from simply setting an alarm and hoping for the best.

The Role of Gamification in Building Healthy Habits

One reason wellness technologies succeed where good intentions alone fail is gamification. Streak tracking, achievement badges, social challenges, and progress visualizations tap into the same psychological reward mechanisms that keep people engaged in entertainment platforms. Much like the engaging experience you might find at a casino Ice environment, wellness apps understand that sustained engagement depends on making the experience feel rewarding in the moment, not just beneficial in the long run.

This design philosophy shows up everywhere. Fitness apps award points for consistency. Hydration trackers celebrate milestones. Even corporate wellness programs now use leaderboard-style competitions to encourage movement during the workday. The underlying principle is simple: habits stick when they feel good to maintain.

Where Everyday Wellness Is Heading

Wellness technology has crossed a threshold. It is no longer a niche interest for fitness enthusiasts or early adopters — it is embedded in the phones, watches, beds, and homes of mainstream consumers. The common thread across every category is personalization. Generic advice is giving way to data-informed, adaptive guidance that meets people where they are and adjusts as they grow. The quiet revolution is not in any single device but in the ecosystem of tools working together to make healthier living the path of least resistance.

Wellness technology category Key examples Primary benefit
Wearable devices Apple Watch, Oura Ring, Garmin Continuous health monitoring with actionable insights
Mental health tools Woebot, Wysa, Calm, Headspace Accessible, AI-personalized mental health support
Sleep optimization Eight Sleep, smart lighting, adaptive soundscapes Coordinated environment design for better sleep

As these technologies continue to converge and improve, the line between health management and daily life will only blur further. The future of wellness is not about dramatic overhauls but about intelligent, incremental support woven into the routines people already follow — making it easier than ever to live a healthier, more balanced life.

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From Spectator to Participant: The Digital Shift in Nigeria’s Sports and Entertainment Economy

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The landscape of leisure in Nigeria is undergoing a massive transformation, heavily driven by digitalization, shifting consumer habits, and a resilient appetite for interactive media. Looking at recent economic data, Nigeria’s capital importation numbers show robust growth, reflecting a broader trend of market adaptability and consumer resilience. While traditional sectors navigate structural reforms, the digital entertainment and sports economies are experiencing unprecedented engagement.

Historically, sports and media consumption in the country was a passive experience—families and friends gathered around television sets to watch global football tournaments, European leagues, or local fixtures. Today, however, sports viewing has quietly changed its personality. It is no longer just about sitting in front of a screen; it has become deeply social, interconnected, and participatory.

The Convergence of Sports, Finance, and Leisure

This evolution from passive spectating to active participation is deeply linked to the rise of smartphone accessibility and fintech innovation. With the Central Bank of Nigeria pushing for advanced digital payment visions and financial institutions tailoring services for seamless transactions, everyday consumers have found it easier than ever to engage with global digital platforms.

As a result, sports culture has naturally merged with digital entertainment. Fans are no longer satisfied with just watching a match; they want a stake in the action. This desire for active engagement has fueled the explosive popularity of fantasy leagues, predictive gaming, and online gaming applications.

For many adults looking to complement their sports viewing with quick, engaging leisure activities during half-time breaks or match intervals, the digital landscape offers a wealth of options. Platforms providing high-quality, zero-cost entertainment options—such as 1xbet free casino games—have seamlessly integrated into this ecosystem. They offer a casual, risk-free environment for fans to test their analytical skills, enjoy diverse gaming themes, and experience the thrill of the stadium from the comfort of their mobile devices.

Driving Economic Growth through Digital Ecosystems

This synergy between tech infrastructure and entertainment content is creating a powerful economic multiplier effect. The continuous demand for high-speed data, stable digital payment channels, and localized content keeps the local tech ecosystem vibrant. Major global brands are heavily investing in localized tournaments—such as regional football cups and digital gaming leagues—proving that the intersection of competitive passion and interactive entertainment is here to stay.

As Nigeria’s digital economy matures, the lines between traditional broadcasting, sports fandom, and online interactive leisure will continue to blur. For a young, tech-savvy population, entertainment is no longer a one-way street—it is an interactive space where every fan can be an active participant in the action.

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The Role of Live Sports in Modern Entertainment

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Not many forms of entertainment still require people to show up in real time. Movies can be watched days later. Series can be binged over a weekend. Social media ensures that almost every major moment is available on demand. But live sports remain one of the few experiences where being present at the moment still matters.

The ongoing FIFA World Cup is proving exactly why. Every tournament comes with its own stories. There are the favourites expected to dominate, the underdogs rewriting expectations, and the players who suddenly become household names overnight. But beyond football itself, the World Cup continues to highlight something bigger: live sports have become one of the most powerful forces in modern entertainment.

What makes live sports different is simple: nobody knows how it ends. Unlike scripted television or pre-recorded content, sports thrive on unpredictability. A match can change in seconds. A last-minute goal can alter a nation’s mood. One decision, one save, or one upset can become a moment fans talk about for years. That uncertainty is what keeps people watching live rather than catching up later.

In an era where audiences increasingly consume content on their own schedules, live sports create a rare shared experience. Millions of people are reacting to the same moment at the same time. Conversations happen instantly online, and debates continue long after the final whistle.

The World Cup has once again shown how sports have evolved beyond competition into full-scale entertainment. The experience no longer begins at kick-off or ends at full-time. Pre-match analysis, expert commentary, post-match discussions, and digital conversations have become part of how fans engage with the game.

Access also plays a major role in this experience. Across Africa, fans continue to rely on platforms that bring the tournament closer to them. Through SuperSport on DStv and GOtv, viewers can follow the action live as it unfolds, experiencing every goal, upset and defining moment in real time rather than through highlights or social media clips.

This immediacy is part of why live sports remain so valuable in today’s entertainment landscape. While streaming has changed viewing habits and audiences have more content choices than ever before, sports still command attention in a way few other formats can.

The World Cup serves as a reminder that in a world of endless content, people still crave moments they can experience together. Live sports deliver exactly that: unscripted drama, shared emotions and memories that last long after the final whistle.

As entertainment continues to evolve, live sports have not lost their relevance. If anything, they have become even more important because in an age where almost everything can wait, some moments are simply better experienced live.

To make football’s biggest moment even more accessible, MultiChoice has introduced special World Cup bundle offers across DStv and GOtv ahead of the 2026 FIFA World Cup in the US, Mexico, and Canada. From June 1, 2026, new customers can get a full decoder kit plus a one-month subscription for ₦15,000 on either platform. The offer is aimed at helping more Nigerians stay connected to the tournament, which will feature 48 teams and 104 matches. Through SuperSport, viewers will enjoy full live coverage of all games, dedicated 24-hour World Cup channels, expert analysis, highlights, multilingual commentary including pidgin, and flexible viewing options on TV and streaming, so fans don’t miss any moment of the action.

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