• The Wall Street Journal , Thursday, August 14, 2008 10:33 AM

Michael Lynch, the head of global sponsorship management at Visa, seeks out Olympic athletes to represent the brand. The company now has deals with 15 U.S. athletes in sports such as track and field, snowboarding, BMX racing, gymnastics and swimming. It also has deals with more than 70 international athletes.

Not many are as well known outside their sports as swimmer Michael Phelps, who signed with Visa early in 2002. Some, like BMX racer Bubba Harris didn't even make it to the Games. Lynch says while medals are great, the financial institutions linked to Visa began using the stories and images of athletes in their marketing long before their Olympic fates are determined.

"If the performance is there, then great," Lynch says. "But the question is always, who are the good-quality kids? We also want a diverse mix." Steven Lopez, who competes in tae kwon do, is good for bonding with Visa's Hispanic market, for example.

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