#Visa Unveils Innovative Tournament Activation Program For The Middle East

#Visa Unveils Innovative Tournament Activation Program For The Middle East with Interactive Fan Engagements and Seamless In-Stadium Technology to Connect Everyone to the 2014 #FIFA World Cup

Campaign Features Nobel Peace Prize Laureates as Part of Extensive Social Fan Engagement Program;

Visa and Financial Partners Manage Payment Infrastructure across Brazil’s Expansive World Cup Footprint

Dubai, June 15, 2014– Visa, the global leader in payments, and FIFA’s exclusive Financial Services partner for the 2014 FIFA World Cup Brazil™,today shared its global FIFAWorld Cup activation program across the Middle East, which will enhance thesporting experience for millions of fans, clients and partners in 104 countries worldwide.

Engaging film and print spots featuring Nobel Peace Prize Laureates, alongside dynamic and interactive social engagement programs, and a seamlessin-stadium payment technology experience, enablesfansat the tournament, or anywhere in the world,to be part of the FIFA World Cup celebration.

“Our goal is to make it easy, engaging and relevantfor everyone, everywhere, to connect to the FIFA World Cupand be part of the collective experience,”said Kamran Siddiqi, Group Executive – Central & Eastern Europe, Middle East & Africa (CEMEA), Visa Inc.  “From immersive fan engagement programs to innovative partnerships that help advance the next generation of payment technologies in Brazil, Visa is connecting more people than ever before with this momentous global event.” 

Visa iscelebrating the FIFA World Cup through creative film and print advertisements that extend the reach of its new brand positioning, “Everywhere You Want to Be.”

“United in Rivalry” depicts some of the world’s most prominent champions of peace – Nobel Peace Prize Laureates – revealing their true competitive colors as they recall their favorite World Cup memories and discuss their country’s football rivals. Featuring Oscar Arius (Costa Rica, 1987 winner), LeymahGbowee (Liberia, 2011 winner), Sir Bob Geldof (Ireland, 2006 nominee), David Trimble (Northern Ireland, 1998 winner) and Lech Walesa (Poland, 1983 winner), the spot explores the power of football to unite the world – in rivalry – for the five weeks of the FIFA World Cup.  

“With this spot, we’re celebrating the one commonality we all have, despite our backgrounds, which is an unwavering passion for football,” added Mr. Siddiqi.

Visa also partnered with DreamWorks Animation, and Twentieth Century Fox Consumer Products, to create print and digital media featuring popular film and television characters such as Kung Fu Panda, Madagascar, Shrek and The Simpsons.

Connecting Global Fans Through Unique Social Experiences

As the world turns its attention to the FIFA World Cup, Visa will use more than 60 videos along with interactive tools to engage with viewers, while also customizing content and programs based on individual interests and affinities. 

Available at www.worldcup.visa.com,Visa will allow fans to watch, learn, share and express their FIFA World Cup excitement in their own unique way. 

Visa Financial Football– In support of this year’s tournament, Visa launched a new FIFA World Cup-themed educational video game. Coupled with a companion classroom curriculum, the game has been translated into more than a dozen languages including Arabic and shared among a number of countries in the Middle East region.