Visa has announced a multi-year partnership with the Evolution Championship Series (Evo), the world’s largest fighting game tournament.
The partnership kicks off at Evo Las Vegas on 26 June, with Visa presenting two headline activations including a creator exhibition match and hourly open-entry Flash Tournaments.
Visa is using a gaming and esports partnership to reach a global, cross-border audience through cardholder benefits and cultural sponsorship.
Utilising a fan-first partnership model, the activations are designed around participation and access, not just brand visibility.
“Gaming has become one of the most powerful ways people connect, compete and build community around the world, and our partnership with Evo puts Visa at the centre of that experience.” said Frank Cooper III, Chief Marketing Officer at Visa.
From 2027, the partnership will extend to grassroots initiatives, reinvesting into the ecosystem to support emerging players and local tournaments.
Global payments brands are increasingly turning to gaming and esports to build cultural relevance with younger, digitally native audiences.