As the start of the 2026 FIFA World Cup approaches, global sponsors are increasingly trying to expand their role far beyond traditional logo visibility inside stadiums. For Visa, this year’s communication strategy is not built around financial services themselves, but around the idea of access – access to matches, experiences, fan culture and the everyday moments created by major sporting events.
Built around that idea is the new global “Tap In” campaign, developed in collaboration with agency Anomaly, which uses one of football’s simplest scoring moments – the tap-in goal – as a central metaphor for fast, seamless and almost invisible payment experiences.
The campaign is led by Jason Sudeikis, whose appearance clearly evokes the atmosphere and emotional tone of Ted Lasso, even though he does not formally appear as the character himself. In the main 60-second film, Sudeikis travels across the U.S., Mexico and Canada using his Visa card to “tap” everyday objects into fan symbols and experiences – from match tickets and fan props to footballs and improvised supporter moments.
Joining him in the campaign are some of the biggest names in global football, including Lamine Yamal, Erling Haaland, Christian Pulisic, legendary Mexican goalkeeper Jorge Campos and commentator Andrés Cantor.
What makes the campaign particularly interesting is that Visa is not trying to build a traditional celebrity-led campaign, but rather create the atmosphere of a shared global fan experience. That is why the campaign deliberately combines football stars, humour, pop culture nostalgia and everyday situations to position payment technology as an almost invisible part of the fan journey.
“It’s a story about how behind every moment of excitement, connection or celebration, there is a simple and trusted system making it all possible,” said Mariota Essery, Head of Creative at Visa.
The campaign is part of the biggest activation Visa has ever developed through its FIFA partnership, which now spans 19 years. However, unlike traditional sponsorship campaigns primarily focused on awareness, the company is now placing much greater emphasis on building perceptions of usefulness, accessibility and relevance.
Andrea Fairchild, Senior Vice President of Global Sponsorship Strategy at Visa, described the World Cup as a “39-day pop-up economy” – a space where brands today are trying to show how they can become a real part of audience experiences, rather than simply existing through advertising inventory.
That is why “Tap In” extends far beyond film and TV spots. The campaign includes fan activations, creator partnerships, experiential projects and prize mechanics for Visa cardholders across the U.S., Canada and Mexico.
Through the “Tap In to Score” program, users in the U.S. and Canada can win match tickets, trips to the World Cup Final, signed memorabilia and limited-edition merchandise whenever a tap-in goal is scored during the tournament. In Mexico, the parallel “Pásala Para Ganar” campaign will give users the opportunity to win World Cup tickets by registering their Visa cards.
An important part of the project also focuses on physical activations across host cities. Through the “Tap In Studio” concept, Visa will organize events that combine football, art, local culture and community experiences in cities such as New York, Los Angeles, Mexico City and Toronto.
At the same time, the campaign includes a social impact component called “Tap In to Impact,” through which Visa will donate $600,000 to organizations SCORE in the U.S., Pro Mujer in Mexico and Futurpreneur in Canada, with a focus on supporting small businesses, local entrepreneurs and creative communities during the tournament.
The new campaign from Visa once again shows how major global sporting events are becoming far more than media platforms for sponsors. For global brands today, the World Cup is increasingly becoming a space for building cultural relevance, emotional connection and a sense of belonging – especially at a time when audiences expect much more from companies than transactions alone.
