Sports marketing : Visa Olympics

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New York University *

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Marketing

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Feb 20, 2024

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Uploaded by KidLightning9604

Visa Olympics 1) Discuss the growth of the size of the sports sponsorship market over the past 10 - 15 years and the leading categories and brands in the sports space. (Note that the case is data from 2001 but a little outside research should allow you to complete the question and provide updated info on the sponsorship marketplace) The size of the sports sponsorship market over the past 10 to 15 years has exponentially grown. There are now more brands than ever for athletes to endorse and the target audience has more than ever increased. And with the new age of social media sponsorships are now more important than ever before. 2) Why did Visa use sponsorship and what was their strategy around selection and activation with their sponsor partners? Visa chose the Olympics because they felt like it fit their brands, with the Olympics being a prestigious and renowned event. Visa’s marketing strategy centered around their uniqueness and adaptability to the ever-changing market. 3) Explain why Visa chose to align with the Olympics in the 80s and why in your opinion do they continue to be involved. Visa chose to align with the Olympics in the 80s because they believed that they could reach a Target audience of individuals that were high earners. Visa also felt like the Olympics aligned with their branding of being the best in the industry. It also increased brand awareness through the distribution of Olympic rings printed on visa cards. 4) Elaborate on their campaign/strategy for the Olympics in general which was discussed in the case. Also comment on their campaign and activation around the two most recent summer games in London 2012 & Rio 2016 Summer Games. (Note that you will obviously need to do outside research as the case only goes through 2003) Visa changed their marketing strategy to be more specific to certain Products the company was trying to promote. No longer was Visa just trying to Garner Brand awareness, now they were trying to promote mobile payments and contactless payments. They even did a commercial. 5) Discuss Visa's involvement with Rugby and the Premier League and why those sponsorships did not work out? Visa did a sponsorship with a rugby team in New Zealand called the all blacks. The all blacks partnership wasn’t successful because players didn’t commit the necessary time to execute the campaigns. And without content to put out the sponsorship was bound to fail.

6) Discuss Visa sponsorship/activation around the most recent FIFA World Cup in 2018 (outside research required as not in the case). Because Visa was no longer just trying to increase brand awareness but promote specific products this world cup was no different. Visa used the FIFA World Cup in 2008 to promote contactless payments. Their activation plan involved using famous athletes and influencers to promote their products. 7) Explain how Visa measures the success and effectiveness of its sponsorships? Visa measures the success and effectiveness of their sponsorships by using consultants and analyzing market shares. 8) Comment on Visa's current NFL sponsorship, in your opinion, is it a good campaign, what do you like or dislike about it? (Note that you'll need to do some quick outside research as outside scope of what is discussed in the case) I do think that visa sponsorship with the NFL is a good campaign. Offering visa members exclusive rights to discounts gives fans of the NFL an incentive to use visa products. This marketing strategy can also be applied to numerous leagues like the MLS & NHL.

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Sports marketing : Visa Olympics

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