Visa has shrugged off concerns about the 2018 FIFA World Cup’s host nation, claiming people simply “use these events as a platform to express opinions”.
Instead, the global payments giant and long-standing top-tier FIFA partner, will focus on associating itself with the celebration of sport and promoting acceptance though its largest ever global activation.
Speaking to Marketing Week, senior vice-president of marketing for Europe, Adrian Farina, says once the tournament starts Visa will ride on the fact people from across the world will come together to share their love of football.
“That’s what is important to us,” he says. “These large events inevitably draw all sorts of attention and if you go back in history you will find there was always something going on, whether it’s something geopolitical or something else. People use these forums to express their opinions.
“But the moment the game starts fans will turn their focus to celebrating the sport and that’s what we associate ourselves with.”
Visa was one of the first sponsors to release its activity, unveiling its ‘Visa’s ultimate FIFA World Cup’ campaign starring Swedish footballer Zlatan Ibrahimović in mid-April.