Visa Inc. (NYSE:V), the global leader in payments, and FIFA’s exclusive Financial Services partner for the 2014 FIFA World Cup Brazil™, today shared its global FIFA World Cup activation program, which will enhance the sporting experience for millions of fans, clients and partners in 104 countries worldwide.
Engaging film and print spots featuring Nobel Peace Laureates, alongside dynamic and interactive social engagement programs, and a seamless in-stadium payment technology experience, enables fans at the tournament, or anywhere in the world, to be part of the FIFA World Cup celebration.
“Our goal is to make it easy, engaging and relevant for everyone, everywhere, to connect to the FIFA World Cup and be part of the collective experience,” said Charlie Scharf, chief executive officer, Visa Inc. “From immersive fan engagement programs to innovative partnerships that help advance the next generation of payment technologies in Brazil, Visa is connecting more people than ever before with this momentous global event.”
Connecting World Cup Enthusiasts With Film and Print Featuring Nobel Peace LaureatesVisa is celebrating the FIFA World Cup through creative film and print advertisements that extend the reach of its new brand positioning, “Everywhere You Want to Be.” Recognizing that the FIFA World Cup is an event that stirs national passions and unites people through their shared love of football, Visa created a series of commercials that underscore the notion that everyone, “everywhere” wants to be part of the tournament. Debuting today, “ United in Rivalry” depicts some of the world’s most prominent champions of peace – Nobel Peace Laureates – revealing their true competitive colors as they recall their favorite World Cup memories and discuss their country’s football rivals. Featuring Oscar Arias (Costa Rica, 1987 winner), Leymah Gbowee (Liberia, 2011 winner), Sir Bob Geldof (Ireland, 2006 nominee), David Trimble (Northern Ireland, 1998 winner) and Lech Walesa (Poland, 1983 winner), the spot explores the power of football to unite the world – in rivalry – for the five weeks of the FIFA World Cup. “Rivalry was a fun theme to explore as part of our “Everywhere” campaign considering that everyone – even our most peaceful world leaders – wants to be part of the World Cup celebration,” said Antonio Lucio, chief brand officer, Visa Inc. “With this spot, we’re celebrating the one commonality we all have, despite our backgrounds, which is an unwavering passion for football.”
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