• by Sarah Mahoney , Yesterday

Visa, one of eight Tier 1 sponsors of the coming FIFA games, is rolling out its World Cup campaign. Fronted by “Ted Lasso” star Jason Sudeikis, it shows how a “tap in” -- in soccer, the easiest goal imaginable, shot from close range with minimal effort -- works, driving home that every Visa transaction is just as simple.

Besides Sudeikis, football icons like Lamine Yamal, Erling Haaland, Jorge Campos, Christian Pulisic, and legendary broadcaster Andrés Cantor also appear in the ads, created by Anomaly. The campaign pays visits to all three host countries, includes promotional ticket giveaways and other prizes -- including a trip to the Final Four.

“Fans don’t just watch the FIFA World Cup—they live it,” said Frank Cooper III, Visa’s CMO, in the release. “Tap In keeps them closer to every moment, turning the easiest goal in football into an invitation for fans everywhere to participate. One tap, and you’re in.”

The effort also includes a cause-related component, with Visa committing $600,000 to three nonprofit partners across each host country: SCORE in the U.S., Pro Mujer in Mexico and Futurpreneur in Canada. These investments support local business owners, mentors, and community-builders, “transforming a global tournament into lasting local impact,” the company said.

Sports Illustrated reports that FIFA is on track to make $2.8 billion just in sponsorship revenue, with total revenue reaching $8.9 billion, nearly $4 billion more than the $5.24 billion generated from the Paris 2024 Olympics.

For Visa, which has partnered with FIFA since 2007, sponsorship deals remain a smart play. On its most recent earnings call, Visa execs told analysts the 2026 Olympic and Paralympic Winter Games sponsorships tracked ahead of plan, with more than 100 projects across more than 70 clients and nearly 40 markets. And the coming World Cup games have already caused an increased activation of cards, spending, and engagement.