• by Tanya Gazdik , May 11, 2018

Global football icon Zlatan Ibrahimovic will return to the FIFA World Cup and join football fans in Russia this summer, thanks to Visa, the Official Payment Services Partner of FIFA.

Zlatan, who has 31 million followers on Instagram, has teamed with the brand to launch what the financial services company is calling its “most socially savvy marketing campaign yet.”

A launch video for the campaign documents Ibrahimovic and top global social media influencers in their journey to the tournament. The campaign kicks off with a digital spot featuring Ibrahimovic holding a press conference to announce his return to the FIFA World Cup. Visa is using #PayLikeZlatan to promote its FIFA activations. 

Developed globally and shot in the United Kingdom, the campaign features five “hero” films, more than 20 social films and spans TV broadcast, digital, video, social, print and out of home. Visa and Zlatan will offer a glimpse into what takes place behind-the-scenes at the world’s largest sporting event, leveraging Visa’s exclusive access to the centre circle and team warm-ups prior to official matches.

Visa is upgrading official tournament venues with the latest in payment innovation as well as highlighting exclusive behind the scenes access. Fans will spend less time in line and more time focused on the pitch, by utilizing the more than 3,500 point-of-sale terminals and 1,000 mobile concessionaires that have been equipped with the latest in payment innovation.

Zlatan is joined by other global social media influencers representing Germany (freekickerz), Japan (Kotaro Tokuda), Mexico (Pamela Allier), United Kingdom (Chris MD) and Russia (Tatiana Vasilieva). Several influencers will be featured throughout different campaign films and give their millions of followers insight into how Visa’s innovative payment technology and exclusive access helps keep fans connected to the tournament.

“Visa is committed to enhancing the fan experience at sporting venues around the world and FIFA World Cup is no exception,” said Lynne Biggar, chief marketing and communications officer, Visa Inc., in a release.