Visa has launched its latest campaign to coincide with co-ordinated marketing activity around the Olympic and Paralympic Games in Paris.
Level Up Your Game features a series of Olympians and Paralympians and is designed to reinforce Visa’s brand mission to “uplift everyone”.
The campaign will run throughout the Olympic and Paralympic Games, across social and digital media platforms, in cinema, and across 20 countries in Europe.
“As Worldwide Partner of the Olympic and Paralympic Games Paris 2024, we wanted to show how our Team Visa athletes are a great example of the power of small steps and how, through perseverance, everyone can follow their dreams,” Kim Kadlec, chief marketing officer of Visa Europe, said.
“Through partnering our ‘Team Visa’ athletes with inspiring Gen Z content creators, we hope the hero film and docuseries empowers everyone to feel enabled to level up their game, no matter what their passion.”
The payments technology brand has also built a sizeable campaign microsite as part of its sponsorship for the games which includes athlete profiles and a travel guide to the Paris games.
In an interview with Forbes magazine, published on Sunday (21 July), Visa’s chief marketing officer, Frank Cooper, explained that Visa has sponsored the Olympics for almost 40 years.
“The Olympics represent commerce, generating billions of dollars in economic impact and spurring transactions across ticketing, mass transit, small businesses and e-commerce.”
He explained that Visa’s association with the Olympics has moved from being focussed on the message that Visa is “accepted everywhere” in the early years to becoming more associated with the athletes and their stories as a source of inspiration.
Other financial brands backing this summer’s Olympic and Paralympic Games include Allianz and Lloyds Banking Group. Read more about their involvement on Financial Promoter, here.
The Paris Olympic Games run from 26 – 11 August 2024 and the Paralympic Games from 28 August – 8 September 2024.