Visa data shows that contactless payments dominated in-stadium spending as foreign tourists outspent Russian fans
Tournament ratings increased, bringing Visa brand to billions of viewers worldwide
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180726005064/en/
Overall, contactless payment technology – including payments made using contactless cards, mobile devices or wearables - took centre circle, increasing in the host cities during the duration of the tournament. During the FIFA World Cup™, contactless payments accounted for 45 percent of all Visa purchases in the 11 host cities. Fans from
“Being the exclusive payment services partner at the FIFA World Cup™ has a demonstrable impact on Visa’s business and brand,” said
Foreign Tourists Outspend Russian Fans
Visa data illustrates the economic boost that the FIFA World Cup™ provides for its host country. Throughout the tournament, international travellers outspent Russian locals at the matches: specifically, international Visa cardholders spent 15% more in total in-stadium than Russian cardholders. The increase of international traveler spend positively impacted tourism-related categories, with the biggest three merchant categories being lodging, airlines and restaurants.
In the end, attendees of the final match were the biggest spenders of all: the
Visa Extends its Brand through Coordinated Partner Campaigns
The FIFA World Cup™ presents an unmatched opportunity to deepen partnerships, highlight Visa’s payment innovation and connect clients and consumers to the evolving portfolio of Visa offerings. In
Visa Reaches Fans at Home
According to FIFA data, the 2018 FIFA World Cup Russia™ saw record-breaking global viewership, with an estimated three billion fans tuning in for some of the tournament this summer. FIFA data also shows that 22 percent of viewers watched the tournament digitally, through mobile or desktop, or through out-of-home viewing. In fact, the tournament is on track to be the most-viewed sporting event ever on digital platforms, setting streaming records in major markets including
Visa built brand equity among this global, multi-channel audience by having the Visa logo on field boards for more than seven hours on broadcast during the 64 matches of the 2018 FIFA World Cup Russia™. The company’s digital-first marketing approach was designed to reach fans no matter where they watched, through a multi-channel global campaign featuring international football superstar, Zlatan Ibrahimović, who helped fans defeat fear of missing out (FOMO) this summer. Visa’s FIFA World Cup™ campaign, “Visa's Ultimate FIFA World Cup™ FOMO” documented Zlatan’s journey to the tournament and his return to the FIFA World Cup™ stage, highlighting the ease of contactless payment technology throughout his adventure.
“Visa brought me to
Cashless from Kick-off to the Final Match
For the 2018 FIFA World Cup Russia™, Visa was the exclusive payment service in all stadiums where payment cards were accepted. In-stadium, fans could pay with contactless Visa credit and debit cards and mobile payment services at the more than 3,500 point-of-sale terminals and 1,000 mobile concessionaires that were equipped with the latest in payment innovation. Visa also provided fans in