Red Card, Yellow Card, Credit Card: Visa's $300M World Cup Debt Of Gratitude

July 14, 2010: During the just concluded FIFA World Cup, there were 17 red cards, 261 yellow cards and, for consumers and FIFA, an average of 55,000 transactions per day with Visa cards.

Visa, one of just six global partners of FIFA, had category exclusivity for the tournament and exclusive category rights in worldwide marketing, said the event proved to be a winner not only for world champion Spain, but also for the host nation of South Africa and for the financial firm itself.

"As a first time sponsor of the FIFA World Cup, we're very happy with what this has done for our business," Antonio Lucio, CMO for Visa Inc., said in a statement. "It has driven business growth — increasing transactions, building our brand and providing business development opportunities for our partners."

According to new data released by Visa, spending by visitors to South Africa via their Visa payment cards during the period of June 1–July 11, 2010, exceeded $312 million (U.S.), which was up 70% from $184 million during the same period in 2009.
Despite the fact their national teams were eliminated during the early stages of the tournament, international visitors from the U.S., U.K., Australia and France comprised four of the top five spenders within South Africa from June 1–July 11. Visa card holders from the U.S. encompassed 19.05% of the total spend in South Africa, followed by the United Kingdom (19.03%), Australia (4.7%), Brazil (4.2%) and France (3.4%) as the strongest contributors to visitor spending to date. These five nations combined to account for 51% of of Visa card spending in South Africa during the World Cup period.

According to Visa, more than 90% of all spending in South Africa during the tournament via Visa credit cards was in typical leisure and business travel categories: accommodation, restaurants, retail, auto rental and air travel.

Visa also said that the number of transactions from June 1-July 11 was 2.2 million (55,000 per day on average), up 79% from approximately 1.2 million (30,000 a day on average) during the same 41 days in 2009.  In South Africa, Visa credit, debit and prepaid cards were the only payment cards accepted, along with cash, at all FIFA stadiums and onsite stadium merchandise booths.

"The FIFA World Cup 2010 has been an outstanding success for South Africa, football fans around the world and for Visa's business. We couldn't be happier," said Lucio. "The local community has loved the tournament; it has looked spectacular on television and, all in all, the tournament has gone very well. Visa has been very visible in the streets and malls of South Africa and on billions of televisions around the world."

Consumers needed a Visa card to buy one of these in South Africa during the World Cup.In the period before and then during the World Cup, Visa activated globally behind its "Go Fans" campaign, which was part of the company's "Go World" effort. In addition to traditional and new media marketing including TV, print, out-of-home and online, Visa activation included a sweepstakes dangling a top prize of a trip to the 2014 FIFA World Cup in Brazil; a dedicated platform on YouTube where fans could watch videos of people expressing support for their favorite teams and also upload their own creations; and a Facebook planner to coordinate World Cup viewing schedules.

Visa's current deal with FIFA includes the 2014 World Cup in Brazil and the 2011 Women's World Cup in Germany (June 26-July 17). The other five global Top Tier global partners are adidas, Coca-Cola, Emirates, Honda-Kia and Sony.

"Football fans are unlike any other sports fans in the world," Lucio said before the start of the World Cup. "We've created a campaign that captures these fans' inspirational passion for the game, taps into their nationalistic pride and reminds them how Visa can help enhance their experience. Building off Visa's legacy of creating integrated marketing campaigns in support of global sporting events, our platform enables us to reinforce the ways that Visa enhances the fan's World Cup experience while also advancing our own business and that of our clients."

Visa Marketing Charges To 2010 FIFA World Cup

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  • Response
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Reader Comments (1)

Well so Visa wins the cup too. I think visa is biggest credit card brand. And it is still growing. Best of luck visa.
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October 29, 2011 | Unregistered Commenterjenna

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