Digital payments platform Visa will celebrate the UEFA Women’s Euro 2025 tournament with a new marketing drive that will run from 2 to 27 July across 16 European markets, including the UK.
Part of Visa’s brand platform ‘Everywhere you want to be’, the work was devised in collaboration with AKQA.
It features a 30-second video that follows a young girl whose passion for the sport is supported by her family.
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Kim Kadlec, Visa CMO Europe said: “This campaign is a celebration of belief, the kind that starts at home and fuels lifelong passion. It’s about the everyday moments and quiet encouragement that can spark something extraordinary.
“We hope it inspires everyone to show up for the moments that shape us, big or small.”
As part of the campaign, the company has also unveiled five 15-second films, which pay tribute to “the countless personal stories where encouragement and trust have propelled aspiring athletes to achieve their dreams”, said the firm.
The campaign will roll out across TV, cinema, digital out-of-home and social media.
