Why Visa sees the World Cup as a brand ‘tap in’

Visa CMO Frank Cooper shares how the new work starring Jason Sudeikis ties into the brand’s overall World Cup efforts.

It starts with Jason Sudeikis in the make-up trailer for what must be the latest season of Ted Lasso, where he’s asked if he’s heading back stateside for the World Cup. He says no, then for some weird reason, taps his script with his Visa card. Poof! The script is now a World Cup match ticket. 

Thus begins Sudeikis’ surreal trip home, as dramatized in Visa’s new World Cup commercial “Tap in.” The campaign uses a simple play on words—in football, a tap-in goal is the easiest there is—to illustrate the ease with which fans can use Visa in and around the 2026 World Cup.........

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