In addition to the webseries, the partnership will also provide discounts for women who enroll in the institution’s courses.
Mastercard and CBF Academy signed a partnership to support the insertion of women not only within the four lines of sport, but also outside of them.
As part of the initiative, Mastercard, in partnership with CBF, developed the webseries “Elas em campo”, signed by Octagon Latam and produced by Beyond in collaboration with CBF TV, which has eleven episodes with testimonials from women who work in the delegation of the Brazilian Women’s Soccer Team.
In the episodes, the professionals share some of their journeys in the world of football and present their work within the Brazilian team. Among the characters are: the psychologist Marina Gusson, who stars in the first episode, and the current coach of the Selection, the Swedish Pia Sundhage.
“The idea is that these women serve as inspiration for others. We talk a lot about the players, but there are these other women who are just as important as the photographer, the security, the psychologist, the technique… also inspire”, said Sarah Buchwitz, Vice President of Marketing and Communication at Mastercard Brasil.
Premiering this Thursday (21), the episodes will be broadcast on Mastercard and CBF’s social networks until the end of the Copa América Femenina, on July 30.
The company’s VP of marketing explained that Mastercard is the first company to sponsor the championship that, for the first time, will give a cash prize of US$ 1.5 million to the winning selection.
As part of the campaign to encourage women in sport, the partnership between the company and the institution will also provide an additional 10% discount on tuition for women who enroll in any CBF Academy course between August and December. The benefit will be applied to all women who want to take the courses, regardless of the card brand, using the MASTERCARD10 coupon.
“Together with the CBF Academy we want to help promote gender inclusion and equality, also in football. We understand that the best way to contribute to women’s football would be to promote the CBF Academy for women”, explained Sarah.
According to data from the CBF Academy, 95% of course participants are men. In 2020, the institution created a quota of 20% of vacancies for the female audience, who can receive discounts of up to 50% in tuition fees.
“We want to end the year with more than 5% of women in these courses. I hope that the action will serve as an inspiration for all women who are interested in being part of this world, but are unable to, for example. We want to be a catalyst for these women”, added the executive.
