Liesel Jolly: A Leading Force in Women’s Football Sponsorship and Equality
In the evolving world of sports, certain individuals stand out not only for their professional achievements but also for the values they champion. Liesel Jolly is one such figure. With a distinguished career in sponsorship marketing at Visa and a leadership role in women’s football development, she has become a name synonymous with innovation, equality, and empowerment. Her journey reflects a blend of corporate expertise, sporting passion, and social responsibility.
Professional Journey of Liesel Jolly
Early Career Foundations
Before establishing herself in sponsorship marketing, Liesel Jolly built a strong foundation through various roles that honed her expertise in project management, customer engagement, and event delivery. She began her professional path in finance and business operations, later transitioning into partnership marketing roles that placed her at the heart of global sporting events.
Her early work included positions in prepaid programme management, guest management, and business operations across emerging markets. These experiences gave her a unique perspective on how global brands interact with diverse audiences and stakeholders.
Joining Visa and Growth in Sponsorship Marketing
Liesel Jolly joined Visa in 2010, where her career quickly accelerated. Over the years, she has held multiple positions within the organisation, steadily building her reputation as an expert in sponsorship and partnerships.
Her involvement in major sporting events, such as the London 2012 Olympic and Paralympic Games, showcased her ability to deliver world-class sponsorship activations. This experience became a launchpad for her later leadership roles in global sports sponsorship.
Senior Leadership at Visa
Women’s Football Lead
Since October 2018, Liesel Jolly has served as Senior Manager of Sponsorship Marketing at Visa, with a dedicated focus on women’s football. In this role, she has been responsible for leading the brand’s UEFA Women’s Football partnership. She oversees the management and implementation of tournament activities, marketing campaigns, and client objectives that aim to maximise Visa’s return on investment while strengthening its global reputation.
Team Visa Women’s Footballer Programme
A defining part of her work has been managing the Team Visa Women’s Footballer Programme, where she supports athletes both on and off the pitch. From contracting and content creation to integrating female athletes into consumer campaigns, Liesel Jolly ensures that women’s footballers are given the visibility and support they deserve.
The Second Half Programme
In 2020, Liesel Jolly co-created The Second Half, a groundbreaking career development programme for professional female footballers. Recognising that many athletes face challenges when transitioning from professional sport into new careers, this initiative provides them with tools, mentorship, and opportunities to build sustainable futures.
Thought Leadership in Women’s Football
Beyond operational responsibilities, she has contributed to shaping Visa’s position as a thought leader in the industry. Her input into the Women’s Football Whitepaper demonstrated the strategic importance of women’s football not just as a sport, but as a growing cultural and economic movement.
Commitment to Equality and Inclusion
Driving Change Through Sponsorship
For Liesel Jolly, sponsorship is not just about brand exposure. It is about creating meaningful impact and connecting with consumer passion points. She has consistently used her platform to highlight values of equality and inclusion, aligning Visa’s sponsorships with a broader mission of social change.
Trustee of the Rachel Yankey Foundation
In 2024, she was appointed as a trustee for the Rachel Yankey Foundation, a London-based initiative focused on breaking cultural and socioeconomic barriers for girls in football. This foundation is dedicated to creating opportunities for young girls to participate, grow, and thrive in the sport.
Her role as trustee reflects her belief that football can be a force for positive transformation. The foundation’s ambition is to become a leading voice in inspiring young girls, and Liesel Jolly plays a pivotal role in shaping that vision.
Educational Achievements of Liesel Jolly
Academic Background
The professional excellence of Liesel Jolly is rooted in her strong academic background. She holds a BSc in Zoology and an MPhil in Behavioural Ecology from Anglia Ruskin University. These early scientific studies provided her with analytical thinking and research skills that she later applied to business contexts.
Executive MBA and Leadership Training
Recognising the need for advanced leadership skills, Liesel Jolly pursued an Executive MBA at the University of Exeter and a Level 7 Senior Leadership qualification from the Chartered Management Institute. These credentials reflect her dedication to continuous professional development and strategic leadership.
Industry Training
She also completed professional workshops with the European Sponsorship Association, further strengthening her ability to navigate and influence the sponsorship industry at a global level.
Skills and Expertise
Sponsorship Marketing Excellence
Over her 14-plus years at Visa, Liesel Jolly has become highly skilled in sponsorship activation and marketing. Her expertise spans athlete management, project leadership, customer engagement, and negotiation.
Strategic Partnerships
She has a proven ability to leverage partnerships to enhance brand positioning. By aligning sponsorship assets with corporate and consumer objectives, Liesel Jolly ensures that every activation generates measurable impact.
Event Management
Her extensive experience includes managing guest programmes, delivering large-scale events, and ensuring that sponsorship campaigns resonate with diverse audiences across regions.
Recognition in the Sports Industry
Women’s Football Awards Judge
Liesel Jolly has been recognised by the wider sports industry for her leadership. As a judge for the Women’s Football Awards, she has evaluated initiatives that celebrate excellence, progress, and impact within the women’s game.
Inspiring the Next Generation
Through her work, she has become an influential figure for aspiring sports marketers and young women seeking careers in the football industry. Her dedication to athlete support and equality makes her a role model for both professionals and athletes.
Personal Values and Motivation
Passion for Sports Marketing
At the heart of her career is a passion for sports marketing. Liesel Jolly is motivated by the ability to drive impact, create memorable experiences, and help brands connect with consumer passion points.
Advocacy for Equality
Her professional journey reflects a consistent advocacy for equality and inclusion. Whether through Visa’s sponsorship strategy or the Rachel Yankey Foundation, Liesel Jolly uses her platform to empower underrepresented voices in sport.
Estimated Age and Personal Life
While Liesel Jolly has not publicly shared her exact date of birth, her career trajectory and academic history suggest she is in her mid to late thirties. Public profiles do not provide details about her marital status, and speculation about her personal life remains unconfirmed. What is clear, however, is that her focus remains firmly on professional excellence and social impact.
Conclusion
Liesel Jolly is much more than a senior sponsorship executive. She is a leader, strategist, and advocate for change. Her work at Visa has reshaped how women’s football is marketed, supported, and celebrated at a global level. At the same time, her role as trustee of the Rachel Yankey Foundation demonstrates a commitment to grassroots development and creating opportunities for the next generation.
Through her achievements, education, and values, Liesel Jolly exemplifies the impact that purposeful leadership can have in both business and sport. She continues to inspire athletes, colleagues, and young women alike, proving that sponsorship can be a tool for empowerment and equality.
