WOMEN’S FOOTBALL: MORE VISIBILITY THANKS TO MASTERCARD

Mastercard is the official sponsor of the women’s Lyon and Arsenal football teams.

Mastercard alongside the female champions. There is not long to go now to the eighth edition of the women’s World Cup, scheduled to be held in France from 7th June to 7th July. To this regard, Mastercard is giving a highly important signal in terms of visibility for this sport, which, now more than ever, is becoming increasingly important, both in terms of attendance (one only has to think of the recent match at the Allianz Stadium between Juventus – Women and Fiorentina with 40,000 spectators) and quality and passion for the teams on the field. In fact, Italy is no exception since the Italian team is among the 24 participants in the most important competition of this football season.

However, Group C won’t be a walkover with teams like Brazil, Australia and Jamaica in the running for the first two places in the last 16.
In Ferrara, at the press conference of the match against Switzerland, the coach, Milena Bertolini, was fully confident about the girls: «The important thing is to play against a strong team in order to understand where we are and so that we can be ready for the World Cup».
Certainly, reading and listening to the coach in the national papers and on the news is an interesting sign to be kept in mind since it marks the first steps towards a gradual and substantial gender equality in a sport that, in Europe and Italy, is still the exclusive domain of men, with the only exception being the United States. Adding another little piece to the picture is Mastercard, which is consolidating its commitment to women’s football. Gender equality is therefore, a cornerstone for the company which, during its entrepreneurial career, has focused greatly on inclusion initiatives in sport. This is why, in the last 25 years, Mastercard has financed the rise of these competitions, contributing to making them more competitive and attractive to the public. In fact, this leading society in the financial transaction sector, not to mention sponsor of the UEFA Champions League, has decided to set aside direct funds for women’s Clubs and athletes, starting with Olympique Lynonnais and Arsenal F.C.
The former has reached the final of the European Women’s Champions eight times running, winning 6 times. Moreover, it is the most blazoned club in France with its 17 league titles and one women’s world championship on the board. The latter is the reigning champion team in the Women’s Super League, considered the highest series in English women’s football, and has won 12 trophies obtained during the previous FA Women’s Premier League National Division.

To accompany these two historical teams, Mastercard has chosen several ambassadors, starting with some players whose talent particularly stood out while playing for these teams. In Olympique Lynonnais we can find top names like Ada Hegerberg, winner in 2018 of the first Ballon d’Or awarded to a woman, and Kadeisha Buchanan, Saki Kumagai and Wendie Renard, captains of the Canadian, Japanese national teams and Lyon respectively. On the British field we have Alex Scott, Woman of the Year for the Financial Times as well as having been the captain of Arsenal and the national team.
«I am proud to join Mastercard in supporting and defending female athletes in their race to success and their career objectives in all areas of professional sport. Together with Mastercard, I am thrilled to be able to help make the difference in the emerging world of women’s football».
«We believe that brands with a strong link to the passions of their public become more interesting, reliable and integrated in people’s lives», said Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard. «Moving from “moments” to “actions”, our aim is to make activities devised by Mastercard, and our sponsoring, represent the passions and convictions of our customers. Investing significantly in women’s football, as a professional and popular sport, we have the chance to directly influence the lives of athletes and help them construct sustainable programmes that girls and women all over the world can aspire to.» (Riccardo Lo Re)