Player of the Match awards are given to the player that demonstrates amazing play, skill or determination within the game.
The honour of presenting these awards after the final whistle is often reserved for big-wigs from federations or corporate sponsors, but during the UEFA Women’s EURO 2022 - a catalytic international tournament for the women’s game - this just didn’t feel right.
As sponsor of the award, Visa wanted to use this unique opportunity to demonstrate its values of inclusion and excellence and reinforce their support for women's football by finding a cohort of presenters more befitting of the honour.
The COPA90 Approach
COPA90’s standing within the women’s football community allowed us to quickly identify a shortlist of unsung heroes whose hard work has been crucial to the rise of women’s football and yet have largely flown under the radar.
As well as giving them the opportunity to present the award in front of millions of viewers, we gave these heroes even more exposure and attention by creating profile pieces on each of them, distributed through a hyper-targeted media campaign that also raised awareness of Visa’s support of the game amongst a global audience.
Thanks to our wealth of audience data around women’s football and related passion points, the campaign surpassed all media benchmarks.
Crucially, it drove wide scale awareness of Visa’s support of the women’s game at a time when audiences are twice as likely to remember brands supporting the women’s game and 20% more likely to buy from them.
completed view rate (2x benchmark)