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Visa pivots Tokyo 2020 and NFL Draft sponsorships

 

Visa believes that “sport has the power to change the world,” which is why they approach their proud partnerships with the Olympic and Paralympic Games and the NFL with a mission to use their platform to advocate for a greater good. Visa has remained true to that mission even amidst the global pandemic.

 

As a worldwide sponsor of the Olympic & Paralympic Games for 30+ years, Visa has long been committed to supporting athletes in their pursuit of Olympic glory. Heading into Tokyo 2020, the roster of Team Visa athletes was slotted to be one of the biggest yet: 100 athletes from 53 markets, across 27 sports.

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When the International Olympic Committee officially announced the postponement of the Games, Visa understood the disappointment felt by athletes, forced to put dreams on hold and faced with financial uncertainty that could jeopardize their ability to extend training. Within a week, Visa offered to extend contracts of its entire roster through 2021. The objective was to stand behind the athletes and remove a major point of ambiguity during an already stressful time.

 

Additionally, with worldwide attention on the postponement news, Visa leveraged the collective power of the brand’s and athletes’ platforms to create safety awareness, working with 20+ athletes globally to film social media PSAs promoting measures like handwashing and social distancing in the campaign, “Do Your Part Like An Olympian.”

 

Elsewhere, Visa recognized small businesses have been disproportionately affected by the economic fallout. Committed to their recovery, Visa leveraged its NFL sponsorship and partnerships with high profile players to spotlight small businesses during the virtual NFL Draft. Enlisting Saquon Barkley, Larry Fitzgerald and George Kittle, Visa created the commercial “Draft Jerseys,” where each athlete “drafted” a local business, encouraging fans to support their own communities at a time where it mattered most.

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