People at an outdoor event with a Visa kiosk, two men in traditional Middle Eastern attire in the foreground, and various other people in the background.

Booth selling Visa gift cards at an outdoor event with a blue and white theme and a blue carpeted stage.

People gathered outside a Visa booth at an event, some wearing Spanish flags, with a purple building and sunset sky in the background.

The Challenge

Building on the success of Visa’s Matchday Moments at the 2022 FIFA World Cup™, the 2023 Women’s World Cup™ demanded a fresh approach. We needed to evolve the concept to resonate with a larger, more diverse audience—especially families and younger fans—across 10 stadiums in Australia and New Zealand. The goal was to create a vibrant, inclusive fan experience that honored women’s sports and expanded Visa’s brand impact, all while managing complex logistics and operational constraints.

The Insight

Many fans attending the Women’s World Cup were kids and families, experiencing the event live for the first time. They wanted more than just a visual celebration—they wanted an interactive, engaging experience that reflected the energy of women’s soccer and inspired the next generation. Featuring the athletes themselves would deepen that connection and celebrate the progress of women’s sports.

The Idea

We kept the core of daily updates tied to the match and location but added layers of interactivity and dimension. LED lighting panels gave the booths vibrancy and scale, while a dimensional soccer ball invited kids and families to engage physically. Featuring female Visa-sponsored WWC athletes in the visuals brought authenticity and inspiration. This approach delivered experiential impact within an operational footprint.

Experience & Design

The design combined vibrant lighting, three-dimensional elements, and culturally respectful visuals to create a welcoming, dynamic space. The inclusion of real female athletes connected fans emotionally and celebrated empowerment. The booths became hubs where families could celebrate, learn, and connect beyond the match itself.

Making It Real

I managed on-site production and creative execution across 10 stadiums in Australia and New Zealand, handling complex logistics and vendor coordination. I made real-time decisions to ensure consistency and quality, navigating challenges across multiple venues to bring the vision to life every matchday.

The Impact

The enhanced booths transformed Visa’s presence into interactive, family-friendly destinations that extended brand connection and support for women’s sports. Fans embraced the experience, shared widely, and deepened their engagement with the World Cup and Visa’s role in it.