Sponsorship: Visa To Replace MasterCard As FIFA Partner - Event Marketer

Sponsorship: Visa To Replace MasterCard As FIFA Partner

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Following a long run with MasterCard as sponsor FIFA has signed rival Visa as the property’s global payment card partner from 2007 through 2014. MasterCard’s sponsorship runs through the end of the year.

Michael Lynch Visa’s senior vp-event and sports marketing told Buzz each of the company’s international regions will help dictate how the partnership is activated locally and that in the U.S. the brand will use the soccer platform in part for a big push to Hispanic consumers.

The deal which reports said was worth between $150 million and $200 million over the eight years adds to a Visa sports and entertainment portfolio that already includes the Olympics and Disney internationally and the NFL and NASCAR in the U.S. “As the category leader we’re now sitting with the three best properties to build business from a global marketing standpoint ” Lynch said.

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