Rio 2016 Sponsor Profile

TOP Sponsor — Visa
Exclusive Payment Card & Official Payment System

TOP Sponsor - Visa

As it has previously, Visa will mount an extensive TV ad campaign, but this year’s spots will differ from past versions. While previous advertising promoted the Visa brand, the 2016 creative highlights how consumers can use their products.

The exclusive payment partner of the games since 1986, will once again risk being the target of critics who say that Visa cards being the only form of payment other than cash accepted at the Rio Olympic and Paralympic Games is not fan friendly.

TV Ad Support

The “Team Visa Carpool” spot features Team Visa athletes being picked up on their way to the Olympic Games. Visa card technologies such as Visa Checkout, Visa with Samsung Pay, Visa PayWave and chip cards are featured in the spot. Visa has created 17 different cuts of the commercial to be used in different international markets including Mexico, Canada and the Middle East. Each market’s commercial will be slightly different, featuring a modified sequence that highlights local athletes. The spot also has been repurposed in North America by creating three ads for Best Buy, Costco, and United Airlines.

Visa also has created a 30-second commercial dubbed “The Shopping List,” which showcases its new deal with Costco making Visa the only major credit card accepted by the chain. The spot features Visa-sponsored U.S. athletes English Gardner and Kerri Walsh-Jennings.

Internationally, Visa is running a 30-second spot called “The Heart” that equates an athlete’s circulatory system to Visa’s support of Games operations. A 90-second version is running in cinema advertising in various markets, including the U.K.

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Digital/Social Leveraging  

Visa has a microsite that puts its Olympic involvement and the acceptance of Visa payment systems in the context of inclusion and acceptance of all people.

In the U.S., Visa also has a dedicated web page housing all of its Olympic-related content.

The long-form version of “The Heart” has been distributed through Visa’s social channels.

Visa is tagging its Olympic-themed content with #TeamVisa.

On-Site Activation/Presence

Team Visa athletes have each been provided a wearable payment ring backed by a Visa account. The rings are NFC-enabled (near-field communication, allowing payment information to be communicated to a payment terminal based on proximity), allowing athletes to pay for goods at the Games by simply tapping their ring at any NFC-capable payment terminal.

In addition, Visa has created NFC-enabled watches and wristbands that can be used at the Olympic Games. In collaboration with Swatch Bellamy, a line of Rio 2016-themed watches will be available at the games. A new Pulseira Bradesco water-resistant payment wristband will be exclusively available to the Brazilian market. The wristband will be accepted by more than one million NFC payment terminals across Brazil.

In partnership with the Games’ official bank, Bradesco, Visa has made Rio 2016-themed prepaid cards available for purchase exclusively in Olympic Park. The cards feature Rio Olympic and Paralympic mascots Vinicius and Tom.

Visa is sponsoring the Rio 2016 Copacabana Megastore, where attendees can purchase official Rio 2016 merchandise using Visa payment options.

Promotions

Visa will create five VIP Lounges in Rio de Janeiro, Los Angeles, San Francisco, Chicago and New York exclusive to Visa Chase United Card members. At the Rio de Janeiro location hosted by Olympic Gold Medalist Summer Sanders from August 11-14 at a hotel on Copacabana Beach, card holders can enter free of charge and without reservation. In each of the one-night-only U.S. locations, attendees are required to make a reservation for a fee of $25. They will be able to enjoy Olympic athlete meet-and-greets, Olympic-themed merchandise, as well as Brazilian food and beverages.

Visa card holders were entered for a chance to win a trip for two to the Games every time they paid with Visa between March 1 and April 30.

Athlete Partnerships

Visa is sponsoring nearly 60 international athletes, choosing them based on their personal journeys, achievements, and involvement with the community. Of special note, Visa has recruited all 10 athletes competing as part of the first-ever Refugee Olympic Team.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Atos
Bridgestone
Coca-Cola
Dow
GE
McDonald’s
Omega
Panasonic
Procter & Gamble
Samsung
Visa

USOC Sponsors

Click on the logos below of the most noteworthy U.S. Olympic Committee sponsors to see the public-facing sponsorship activations of each sponsor.

24 Hour Fitness
AT&T
BMW of North America
BP
Budweiser
Chobani
Citi
DeVry University
Dick’s Sporting Goods
Hershey
Kellogg
Liberty Mutual Insurance
Milk Life
Nike
TD Ameritrade
United Airlines

Rio 2016 Organizing Committee Sponsors

Click on the logos below of the most noteworthy Rio 2016 Games sponsors to see the public-facing sponsorship activations of each sponsor.

Bradesco
Claro
Embratel
Nissan

Return to Rio 2016 Olympic Sponsorship Insights

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