Drew Brees To Star In Latest Visa NFL Ad Aaron Rodgers Stars In New TV Ads Visa Extends World Cup Deal Through '22 Olympic Marketing Notes IOC's Lumme: Visa's Olympic Sponsorship Like Marriage Financial Service Firms Crowd Olympic Market Visa Campaign To Go Global Visa Launches European Campaign For London Games Visa's Michael Lynch Resigns After 16 Years Marketplace Roundup
SBD/2/Sponsorships Advertising Marketing
VISA TO GET POSTAL PLUGS FOR U.S. CYCLING TEAM SPONSORSHIP
Published February 2, 1998
Visa has signed a sponsorship agreement with the U.S. Cycling team "that gets its brand on the team's jerseys and, more importantly, gets it the rights to do more promotions with the team's other corporate supporters," according to Terry Lefton of BRANDWEEK. The "biggest lure: the 33,000 locations of the U.S. Postal Service, Visa's largest merchant client," which is also the team's title sponsor. Sources described the one-year deal, with a renewal option, as "in the low to mid-six figures." Lefton adds that Visa will also receive signage at races, official card status, tickets and hospitality, rights to athlete appearances and the ability to develop promos with Trek and the other team sponsors as well as the USPS (BRANDWEEK, 2/2 issue).