Advocate for Women's Sports

Mastercard's efforts to advance women's sports and create equal opportunities are not a short-term priority, but an enduring initiative and commitment that has only grown over the past decade as they have developed one of the most well-rounded women's sports portfolios globally.

This holistic approach addresses multiple challenges and issues facing women's sports, from funding and media exposure for today's women athletes to opportunities for competition and development for the next generation of athletes. By advocating for, elevating, and investing in women's sports on a global scale, Mastercard is ultimately creating a more inclusive and sustainable world that unlocks priceless possibilities for all.

Objective

Mastercard is committed to designing a sustainable world that unlocks priceless possibilities for all. Even today, inequality and exclusion still hold women back. A world that works better for women gives everyone the chance to unleash their potential, pursue their passions and make extraordinary things happen.

Sports can play a pivotal role in inspiring positive change in society. That’s why Mastercard has set out to accelerate the growth of women’s sports around the globe and inspire new generations of players and fans through the power of sport.

Strategy & Execution

Mastercard has focused on a three-pronged approach to advancing women’s sports—advocating, elevating, and investing.

On International Women’s Day, Mastercard strengthened their existing NWSL sponsorship by announcing a multi-year partnership with the NWSL Players Association, dedicating more tools and resources to empower players. Mastercard also advocated for equality in education through the Girls4Tech program, teaching young female fans STEM skills through a specialized curriculum tapping into their passions around sports.

Mastercard elevated the experience for female athletes and fans, developing the world’s first live sonic trophy for Rugby World Cup 2021 (played in Nov. 2022) Women’s Player of the Match and hosting a Copa America Femenina press conference in the metaverse.

They’ve created platforms for female athletes to showcase their skills and talent and inspire the next generation of female athletes—launching the first-ever content series for the NWSL, partnering with Naomi Osaka for a boundary-breaking panel discussion, and launching the Youth Unstoppables content series in partnership with World Rugby.

And as one of the biggest investors in women’s sports, Mastercard doubled down on efforts around women’s-focused partnerships across tennis, golf, soccer, and rugby. This includes investments spanning players, teams, and events.