Visa wanted to use WEURO to demonstrate its brand purpose internally and bring to life its role as a leader in inclusion and equal opportunities with its EU employees, as well as creating advocates of women’s football. After 2 years of home working, and with nearly 60% of the EU employees being new to Visa in the previous 12 months, there was a need to build stronger relationships between teams and introduce new employees to the Visa culture, which had been harder to do during the pandemic. WEURO provided a great opportunity to gather everyone together while demonstrating Visa’s brand purpose through the values that are inherent in the sport, inclusion and diversity.
Visa created the most comprehensive employee engagement activities in the company’s history by building a 3-phase campaign to engage staff, launching 3 months before the start of the tournament. The “Educate, Energise, and Excite” phases included activities such as the “Road to UEFA WEURO” health & well-being challenge to encourage people to compete in teams and stay active, Q&As and webinars with Visa Leadership Team and Team Visa athletes, office branding and a 30-metre building wrap, and tickets giveaways across matches, including the Final.
Following a record-breaking tournament, Visa surpassed all its objectives for the activities by more than twice the targets, focusing on engaging as much of its European employee base as possible, retaining and attracting top talent, and ensuring staff felt proud to work for a company strongly advocating and supporting equal opportunities, inclusion, and diversity.