Inside Visa's Sponsorship Strategy: The Super Bowl Sets Up Its Bigger Goals for the 2026 World Cup

The brand’s global sports marketing playbook turns deals with the NFL and FIFA into strategy for the soccer spectacle in the U.S., Mexico and Canada

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Even as it supported NFL partners and unveiled its new F1 ride at Super Bowl 58 in Las Vegas, Visa was executing its marketing game plan for the 2026 World Cup.

In early January, amid the National Football League playoffs, Visa announced an extension of its partnership with global soccer governing body FIFA through 2026. Visa has worked with FIFA on more than 40 events since 2007—including the most recent World Cup in Qatar and last year’s Women’s World Cup in Australia and New Zealand.



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