Visa and Crypto.com Activate Experiential at Qatar World Cup

The 2022 FIFA World Cup is already proving to be a different experience for fans as it will take place during the winter amid key shopping periods such as Black Friday, Cyber Monday and just ahead of Christmas. Despite the timing, Visa aims to help fans celebrate a bit differently too. As a way to give soccer fans a unique experience, Visa, the official payment technology partner of FIFA, launched Visa Masters of Movement, a hybrid experience featuring a pre-event NFT auction and immersive activation for fans at the FIFA World Cup Qatar 2022. In partnership with Crypto.com, the Visa Masters of Movement auction features digital art inspired by iconic goals from five legendary footballers Jared Borgetti, Tim Cahill, Carli Lloyd, Michael Owen and Maxi Rodriguez that have been minted into unique NFTs. The digital artwork, designed using an algorithm by award-winning XK studio, is available for fans to bid on now through Nov. 8 on Crypto.com. Fusing soccer and art, fans will also have the opportunity to create digital art inspired by their own signature movements in an interactive experience at the FIFA Fan Festival in Doha, Qatar, later this month. The brand invites fans to create their own legendary moves in the free-standing Visa Masters of Movement space as they will step onto a digital LED pitch outfitted with tracking technology to capture and transform their iconic movements into digital art. Beyond taking a shot at a goal or showing off their skills while playing with others to create the personalized dynamic artwork, fans will have the digital art emailed as a souvenir, and eligible fans can also choose to receive the digital art minted as a one-of-a-kind NFT. Through the immersive experience, fans can learn about new ways Visa is enabling the movement of money across the world, including emerging technologies like crypto, as the brand will also grant all auction proceeds to Street Child United, a charitable organization incorporated and operating in the United Kingdom whose mission is to tackle the widespread stigma that street-connected children face globally. “The FIFA World Cup is one of the most anticipated sporting events in the world, and we are incredibly excited to give fans a new way to engage with this epic event,” Steven Kalifowitz, chief marketing officer at Crypto.com, said in a statement. “We are thrilled to partner with Visa in bringing Visa Masters of Movement to life and offering fans the opportunity to create and collect the most unique collectibles at FIFA World Cup Qatar 2022 that will live forever on the blockchain.” More than goals As brands such as Coca-Cola, eBay and Lays launch their marketing and advertising campaigns for the World Cup, a looming challenge lingers as fans continue to anticipate not only who will win but how they want to celebrate. For Visa, the immersive experience is more than just a way to celebrate—it's a way to bring fans together and connect on more than sports. How Brands Are Marketing Around the 2022 FIFA World Cup “As FIFA World Cup 2022 approaches, we want to celebrate football, art and technology through the lens of what makes the FIFA World Cup so special—wildly impassioned fans, legendary athletes and, for a few short weeks, the ability to bring the world together in a uniquely connected way,” Andrea Fairchild, senior vice president and head of sponsorships at Visa, said in a statement. You can find more information on the Masters of Movement immersive experience on the brand's dedicated website.

FinTech

Visa Gears Up for the World Cup With a Unique Fan Experience

The brand joins Crypto.com to fuse soccer, art and NFTs

Natalie Venegas

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Natalie Venegas