Some card companies use sports sponsorships to generate loyalty among cardholders, but they also are good vehicles to try out new products, one consultant contends.
“The coolest thing about these events is that it’s like free market research, where you can spend brand-building money and also use them as an opportunity to unveil your latest and greatest products,” Megan Bramlette, managing associate at Auriemma Consulting Group, tells PaymentsSource. “It’s a good way to get some instant feedback on new products.”
Visa Inc., for example, has used its FIFA World Cup sponsorship to roll out several products around the globe.
To suit travelers to the World Cup in South Africa, Visa in December introduced a prepaid TravelMoney card consumers may use to load with rand. Confidence Cambio, one of the largest currency-exchange companies in Brazil, is issuing the cards. Consumers may buy the cards in virtually all national and international airports in Brazil and in the main shopping malls, Visa says.
In April, Visa and Mexico-based Banamex launched the first national soccer team debit card, making it available at more than 1,650 branches nationwide. Cardholders can choose their design and use the cards at more than 1.6 million ATMs and to shop at 28 million Visa-affiliated businesses.
The card brand also launched a prepaid card in December that features the shape of the Adidas Jabulani 2010 FIFA World Cup match ball, which Visa is distributing to the 5,100 winners of the “Go Brasil” promotion. Fans also can buy the card on Brazil’s Banco Rendimento Web site.
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