Visa taps in to 25 years of Olympic sponsorship

For Visa, the financial services provider, effective sponsorship is all about "brand stories".

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...

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