Visa "shrugged off concerns" about the World Cup's host nation, claiming people simply "use these events as a platform to express opinions," according to Erin Lyons of MARKETING WEEK. Instead, the longstanding top-tier FIFA partner "will focus on associating itself with the celebration of sport and promoting acceptance though its largest ever global activation." Visa Senior VP of Marketing for Europe Adrian Farina said that once the tournament starts, Visa will "ride on the fact people from across the world will come together to share their love of football." He said, "That’s what is important to us. 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." Visa was one of the first sponsors to release its activity, unveiling its "Visa’s ultimate FIFA World Cup" campaign starring Zlatan Ibrahimovic in mid-April. Given "recent geopolitical events, such as Russia’s support of Syria in its civil war and accusations it attempted to assassinate a former spy" in the U.K., as well as its "anti-LGBTQ policies," it seems brands "are being more cautious than in previous years." Farina said that the timing "is no different for Visa compared to other years," though as it is also a sponsor of the Winter Olympics, it wanted to give itself "some breathing space" between campaigns. Despite "being one of the first to launch its activity, Visa went back to the production room to re-record part of its World Cup campaign" following allegations of sexual harassment made against actor Morgan Freeman, who provided the voiceover. The brand had already released the first of its five-part video series featuring Ibrahimovic "but since removed it from its YouTube channel while the remaining videos were put on hold" while the company re-recorded the actor’s voice. Visa is also using football, lifestyle and fashion "influencers" -- including Japan’s Kotaro Tokuda, Mexico’s Pamela Allier, the U.K.’s ChrisMD and Russia’s Tatiana Vasilieva -- who will be featured throughout different campaign films. The campaign, which will be launched across 45 markets and in 24 languages, aims to bring fans from across the world "to the game" while showcasing Visa's payment technology and innovations, according to Farina (MARKETING WEEK, 6/1).
