To stand out amid the World Cup ad rush, Visa is going beyond sponsorship and logo visibility, inviting fans to “tap in” to exclusive activations, promotions, and prizes that celebrate the sport.
The payment giant, a World Cup sponsor since 2007, has launched a campaign called “Tap In” featuring Ted Lasso star Jason Sudeikis. The name has double meaning: it’s a colloquialism for contactless payments and a soccer term for a goal scored from close range.
“We want to be a brand that is showing up and powering participation,” Andrea Fairchild, svp of global sponsorship strategy at Visa, told ADWEEK. “Everything is a ‘tap in’ with Visa, and we love how it strategically aligns with the game itself.”
A series of playful ads starring Sudeikis will run across broadcast, streaming, and social. In the 60-second hero spot, Sudeikis discovers the power of “tapping in” with his Visa card after watching Spanish soccer star Lamine Yamal score a tap-in goal, and begins transforming his ordinary life wherever he goes.
His TV script becomes a ticket; his grouchy British cab driver becomes Norwegian soccer star Erling Haaland; and a kid’s street hockey net becomes a soccer goal.
The whimsical tone aims to keep the campaign accessible to a broad fan base.
“We wanted to bring humanity, humor, and cultural relevance,” Fairchild said.
Other talent includes American player Christian Pulisic, Mexican player Jorge Campos, and commentator Andrés Cantor.
“Tap In” also refers to the ways fans can participate with Visa during the tournament. The brand has launched two promotions — “Tap In to Score” in the U.S. and Canada, and “Pásala Para Ganar” in Mexico — giving cardholders a chance to win prizes including match tickets.
Cardholders will get access to “triggered moments” and daily prize windows tied to on-pitch action.
The effort builds on Visa’s Presale Draw promotion from September 2025, which gave cardholders the opportunity to purchase tickets before the general public.
Connecting sports and culture
Visa is also running Tap In Studio, an in-stadium fan activation at host cities New York, Los Angeles, Mexico City, and Toronto. The installation features soccer-inspired art from Visa’s new global art collection, developed in partnership with Grammy-winning musician Pharrell, where visitors can immerse themselves in the work, connect with other fans, and win prizes.
