Visa taps in to 25 years of Olympics sponsorship
Geoffrey PrecourtWarc
The connection between a consumer and a sponsorship program is often a personal tale.
Just ask Ricardo Fort, Visa's head, global sponsorship marketing. "I'm from Brazil, and if you're from Brazil, you have no choice of a favorite sport when you're growing up. There was just one. And my life - and the lives of all my Brazilian friends - was based on the World Cup," he told the opening-day audience at the 2013 IEG conference, the 30th instalment of the organization's annual event.
"We counted our...