Case ID: SPM5     Solution ID: 31949

Visa Sponsorship Marketing Case Solution

Abstract

Visa was the world's driving installment brand and its vision was to be The World's Best Way to Pay. Visa credited an imperative piece of its prosperity to prominent sponsorships, for example, its Olympic Games sponsorship. Visa likewise supported various occasions, for example, the Rugby World Cup, Best of Broadway, the Toronto Film Festival, NASCAR, the NFL, the Visa Triple Crown, and the Paralympics, and has a global cooperation with The Walt Disney Co. In the fall of 2002, Visa declared its choice to develop its Olympic Games sponsorship through 2012. Thomas Shepard, Visa's official VP of global promoting, associations, and sponsorship, assumed a key part in persuading Visa's six local sheets and its universal board to permit Visa to amplify its Olympics and Paralympics sponsorship. In the mid year of 2003, Shepard and his group assembled at Visa's universal central station situated in San Mateo, California, to think about the effect and lessons of its past sponsorship exercises. In particular, they examined the current corporate methodology and refinement of the current sponsorship system. They took a gander at more prominent association in the field of excitement and, as an outgrowth of the methodology, choosing and working with new accomplices, for example, The Walt Disney Co. (2002); how to assess the viability of Visa's current sponsorships; and how to apply lessons from its current and past sponsorships to present and future ones.


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