The brand aims to encourage Brazilians to watch the Women’s Cup games with the movement #EscolhaJogarComElas
With a focus on encouraging Brazilians to watch the Women’s World Cup matches, in the same way they watch the men’s cup matches, Visa bet on the #EscolhaJogarComElas movement, a ‘protagonist’ initiative among all the company’s actions for the championship.
The movement seeks to reach fans, athletes, partners and all those interested in making this a great Cup for our athletes.
We say so much that Brazil is the country of football, but if we don’t include women in this story, that will never be true. Recognizing and celebrating women in the most beloved sport for Brazilians is a historic reparation, and we are here to call on everyone to play along with them and support women’s football. Embrace #EscolhaJogarComElas to respect, support, watch the games, share and make this year’s Women’s Cup the most followed in the history of our country., comments Patricia Mascagni, Executive Director of Marketing at Visa do Brasil.
Visa also revealed that it will promote several actions in the coming months with the aim of boosting adherence to the movement and support for women in sports. One of these actions is to donate paint and tools to some regions to carry out the traditional green and yellow paintings on streets and walls.
To tell the story of women’s football in Brazil, Visa also invested in an institutional film that brings the story of the struggle of Brazilian players, who had to face the ban on the practice of women’s football in the country between 1941 and 1979, based on the article 54 of Decree-Law 3199, which determined that “women are not allowed to practice sports that are incompatible with the conditions of their nature.
In addition, Visa will also carry out promotional activities with partner issuers to conduct sweepstakes to reward consumers with Visa credentials.