• Ad Age, Friday, June 29, 2007 11:30 AM

Visa International has formally signed on as the sixth and final premier World Cup sponsor and has named Wieden + Kennedy, London, as its agency for the sponsorship. Billings are estimated at $200 million. The others World Cup sponsors are Adidas, Sony, Hyundai, Coca-Cola and Emirates Airline.

Visa began an agency review last year, but suspended it due to a lawsuit filed by former World Cup sponsor MasterCard that was dismissed last week. Visa's advertising will cover a wide range of FIFA games, including the 2010 and 2014 World Cups and the Women's World Cups.

A Visa spokeswoman says TBWA/Chiat/Day, Playa del Rey, Calif., remains its agency for the Visa brand. The new soccer campaign will not use Visa's tagline "Life Takes Visa," says Neil Christie, managing director of Wieden's London office.

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