Visa
Always in your corner
UEFA Women’s EURO 2025.
Insight
Every transaction is a step towards achieving personal goals.
Visa has championed women’s football since 2007, consistently supporting its progress through small, meaningful steps. The 2025 WEURO campaign builds on this platform to strengthen brand preference and drive payment volumes across 16 European markets, including the UK, Germany, Switzerland, Spain and Poland.
Idea
On and off the pitch, Visa is always in your corner.
The campaign highlights the power of trust and support so you can take your next step with confidence, integrating into VISA’s global brand platform Everywhere you want to be. Inspired by Anouk Dekker, Dutch footballer and 2017 European Champion, the hero film follows a young girl supported by her brother and father as she steadily grows into the professional player she’s always dreamed of becoming.
Working with AKQA and Visa felt incredibly personal because the campaign beautifully captures unwavering support. Growing up, my twin brother was my training partner, and my family were my biggest supporters. They are always in my corner, pushing me to believe in myself and to chase my dreams. It’s great to see this campaign celebrate these relationships, inspiring young girls to pursue their passions and achieve their own.
The film subtly challenges the stereotype that football is a boys’ sport by introducing a brother and sister training together. The narrative then reveals that it is about the girl’s journey to becoming a professional footballer, empowered by her family’s unwavering support, all without making gender the focal point or drawing comparisons.
AKQA was the playmaker behind the project, from strategy to crafting the creative platform, and executing a full 360 rollout, with social and digital at the heart of the game.
Impact
By drawing on authentic stories and relatable moments, a powerful, universal message is delivered, from the hero film to product storytelling, showcasing how small steps, supported by trust, can unlock real progress.
Launched across European markets, it reinforces how Visa adds value to everyday life, championing growth through every transaction, everywhere you want to be. At the same time, it celebrates the culture of women’s football and aims to inspire the next generation to keep believing in progress, every step of the way.
We’re incredibly pleased with the insightful work from AKQA who thoroughly understand who we are, and what we stand for as a business. It’s a partnership in the truest sense of the word, and we look forward to continuing it.
