UEFA Champions League sponsor Mastercard is celebrating women's football this year by activating around the UEFA Women’s Champions League final for the first time.
Working closely with the Football Association of Wales (FAW) and UEFA, Mastercard is celebrating women's dedication and passion for the sport within its “Some call it madness. We call it priceless” campaign.
In recognition of women's contribution to the game, McCann London has built a table football table with all-female players and created a rousing film showcasing the talent of today and tomorrow for Mastercard
It features aspiring players from clubs across the country, including Wales and Bristol City WFC and Cardiff City Ladies FC. It shows the young women talking about their passion for football and what drives them, and ends on the words of a girl from Thornhill Athletic FC, who says: “I can be a professional footballer, and I will be one.”
The launch coincided with the UEFA Women's Champions League final in Cardiff, running on digital and social platforms.
On the ground activity in Cardiff will include a table-football tournament in the fan zone, and Mastercard will also invite men, women and children at the UEFA Champions Festival to come and have their hair cut and coloured in a demonstration of their love for the game and their team.
Adrian Botan, global executive creative director at McCann Worldgroup, said: "We were looking for a blue ocean where no other sponsor is playing. We know we can own this positive part of football."