Visa's sponsorship of the Olympic Games

Visa is no stranger to effective sponsorship, as witnessed through their 25-year relationship with the Olympic games. The winter Olympics in Calgary in 1988 marked the kick off of Visa’s Olympic sponsorship. In July 2011, Visa entered their 25^th year as a sponsor of the Olympic games and a member of the IOC’s (International Olympic Committee) TOP (The Olympic Partner) program. I have always been an avid watcher of the Olympics and Visa is an organization that has become synonymous with the Games. When researching their ties the IOC, I became aware that their sponsorship is more comprehensive than meets the eye.

Visa is one of 11 TOP global Olympic Games sponsors. This program was created in 1985 as a means for the IOC to develop long-term partnerships that would benefit the global Olympics movement. It has been estimated that organizations pay around $100 million for a four-year commitment, and then spend three to four-times that to plan and execute their marketing campaign (Andrews, 2012). The TOP Program is managed by the IOC and grants global exclusivity and marketing rights on a larger scale. Sponsors are also given access to official Olympics logos for their marketing materials. This program allows Visa to extend its sponsorship benefits to their extensive client base. Revenue generated by commercial partnerships accounts for more than 40% of Olympic revenues and partners provide vital technical services and product support to the whole of the Olympic Family (Olympics, 2012). Eleven corporations currently participate in the TOP program: Acer, Atos Origin, Coca Cola, Dow, GE, McDonald’s, Omega, Panasonic, P&G, Samsung, and Visa.

As part of their sponsorship agreement, Visa is the official credit card of the Olympics, and the only card accepted when purchasing tickets on the IOC’s website. This provides great exposure for Visa, as individuals who wish to purchase tickets for the Games are given a one-off account number and therefore encouraged to apply for the card. Within their media kit posted on their website, Visa and the IOC have agreed that Visa will be the only card accepted at the next four Olympic Games. This strategic sponsorship provides Visa with a platform to further their brand messaging on a global scale.

When looking for a company that conducts effective sponsorships, I didn’t have to look far. Visa is a brand with global recognition and has effectively positioned itself within the world of sport sponsorship. They currently hold the exclusive rights to all FIFA world cup events through 2014. They have also sponsored the NFL since 1995, and the preferred card at all stadium outlets for many teams. Events of this magnitude present a big opportunity for marketers to catch the world’s attention, and Visa is no different.

“Sport unites people, communities and nations. It enriches people’s lives and creates economic development opportunities. In today’s world, where brand and trust mean so much, the Olympic Games reflect those equities found at Visa — worldwide acceptance, reliability, versatility and leadership. Sponsoring the Olympic Games makes good business sense for Visa and our clients.” (Visa, 2012)

-CP