Visa is the payment services partner of the FIFA Women’s World Cup 2023, and it is activating its sponsorship by using the Visa Player of the Match athlete award to support women-owned small businesses.

Across 64 matches, the company is giving out $500,000 in total grant funding across up to 32 qualifying countries. For Canada, Visa has chosen the Canadian Council of Aboriginal Business (CCAB) as the recipient.

The Visa Player of the Match trophy is awarded at the end of each match to the player voted by fans to be the most outstanding of the match. Visa will also give grant funding to the small business recipient chosen for the winning player’s country. So, when a member of Canada’s National Women’s Team is awarded the trophy, funds will also be given to CCAB to help its mission of supporting Indigenous women entrepreneurs. Visa Canada is also making an initial contribution of $25,000 to CCAB.

Funding for Visa Player of the Match ranges from $5,000 for the 48 first round matches, up to $50,000 for the final.

The Player of the Match initiative combines two of Visa’s major interests – support of small business and empowerment of women across its organization and in sport. Visa also supports 34 women football players from 27 markets through its Team Visa program, including Canadian team captain Christine Sinclair, as well as Ashley Lawrence.

“This Visa Player of the Match initiative is a win-win, for players on the pitch and women-owned businesses during the FIFA Women’s World Cup,” says Heather Nobes, head of marketing for Visa Canada. “This meaningful initiative aligns with Visa’s longstanding commitment to women’s soccer, where we have been increasing visibility for the sport.”

In addition, a brand campaign of four 15-second spots is running across digital and social platforms, as well as during broadcasts on TSN, CTV and RDS throughout the tournament. Three of the spots show how support at a young age can help girls become players on the level of Sinclair or Lawrence, with a fourth being a more general brand spot in support of the women’s national team.