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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).