Connect with us

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Visa launches its activation program for the FIFA World Cup in the Middle East


Visa launches its activation program for the FIFA World Cup in the Middle East


Visa, FIFA’s exclusive financial services partner for the 2014 FIFA World Cup Brazil, shared its global FIFA World Cup activation program across the Middle East, which is aimed at enhancing the sporting experience for millions of fans, clients and partners in 104 countries worldwide.

The activation program features film and print spots starring Nobel Peace Prize laureates, alongside  interactive social engagement programs, and a in-stadium payment technology experience.

“Our goal is to make it easy, engaging and relevant for everyone, everywhere, to connect to the FIFA World Cup and be part of its collective experience,” said in a statement Kamran Siddiqi, group executive for Central and Eastern Europe, Middle East and Africa at Visa Inc.  “From immersive fan engagement programs, to innovative partnerships that help advance the next generation of payment technologies in Brazil, Visa is connecting more people than ever before with this momentous global event.”

Visa is celebrating the FIFA World Cup through film and print advertisements that extend the reach of its new brand positioning, “Everywhere You Want to Be.”

The brand’s “United in Rivalry” spot depicts some of the world’s most prominent champions of peace – Nobel Peace Prize laureates – revealing their true competitive colors as they recall their favorite World Cup memories and discuss their country’s football rivals. Featuring Oscar Arius (Costa Rica, 1987 winner), Leymah Gbowee (Liberia, 2011 winner), Sir Bob Geldof (Ireland, 2006 nominee), David Trimble (Northern Ireland, 1998 winner) and Lech Walesa (Poland, 1983 winner), the spot explores the power of football to unite the world – in rivalry – for the five weeks of the FIFA World Cup.

Visa also partnered with DreamWorks Animation, and Twentieth Century Fox Consumer Products, to create print and digital media featuring popular film and television characters such as Kung Fu Panda, Madagascar, Shrek and The Simpsons.

Visa will use more than 60 videos along with interactive tools to engage with viewers, while also customizing content and programs based on their individual interests and affinities. Available at, Visa will allow fans to watch, learn, share and express their FIFA World Cup experience.

Visa has also launched a new FIFA World Cup-themed educational video game, Visa Financial Football. Coupled with a companion classroom curriculum, the game has been translated into more than a dozen languages including Arabic and shared among a number of countries in the Middle East region. 

Click to comment

Leave a comment

More in Marketing

To Top

Communicate Online is your trusted resource of Marketing & Advertising news in the Middle East.

By signing up, you will receive a weekly update of global and regional digital trends, agency news and market reports right in your inbox.