How Visa Pivoted Its Marketing When the Tokyo Olympics Were Postponed

Helping athletes, merchants and consumers through the pandemic

Upgrade your sales funnel with expert insight at Commerceweek, Feb. 28-29. Broaden your audience with improved data technology and a seamless purchase experience. Register now at 50% off.

One outcome of the coronavirus pandemic is that two Olympic games will now occur within just months of each other. The International Olympic Committee’s postponement of the 2020 Tokyo Summer Games to July 2021 means that the 2022 Winter Games in Beijing will happen just seven months later.

For the IOC’s presenting partners, including Visa, that means years of marketing work in a compressed time period, with a lot of pivoting in between.

“We had been consulting with the IOC, so we had a little bit of an advance warning,” said Visa’s chief marketing and communications officer Lynne Biggar during a Brandweek Sports Marketing Summit chat today.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in