“Our partnerships deliver powerful platforms for transformation, showcasing payment solutions that uplift everyone, everywhere”, Andrea Fairchild, SVP Global Sponsorship Strategy.
Sport, culture and entertainment influence through authentic stories, turning fans into communities.
Visa’s innovative payment solutions seek to make people’s lives easier and better by leveraging those universes.
As society changes, Visa adapted its sponsorship strategy to stay relevant.
While Visa is well-known for its partnerships with the Olympics, Paralympics, FIFA World Cup and the NFL, the need to be closer to young audiences led the brand to explore new territories.
Music festivals, gaming, Formula 1 and Disneyland have been added to the sponsorship portfolio since 2023.
The goal is not any given sport, the goal is to create meaningful relationships with customers.
What criteria are followed to decide what to sponsor?
01) To increase brand strength globally, regionally and locally, using studies are used to measure the impact on brand positioning.
02) To support business goals like mobile payment growth in a specific market.
03) To generate business opportunities for partners (banks, fintechs, retail, etc). For example, promoting credit card use among them.
What are the types of sponsorships?
01) Global partnerships such as the Olympics, Paralympics and men’s and women’s FIFA World Cup.
02) Regional partnerships such as Disneyland Paris.
03) Local partnerships such as the Team Visa (over 140 athletes).
How are sponsorships activated?
Under the same objective of connecting the brand with audiences:
Sports sponsorships are mainly activated through emotional and global campaigns celebrating Visa’s core values. Brand ambassadors help humanise content and attributes like acceptance.
Music is activated from an experience perspective, connecting with fans through solutions. For example, reducing the waiting time to pay for a drink. This strategy leads to more digital content.
Today’s dynamic society demands brands to be where conversations are.
And, not only being, but adding real value.
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