Case Studies > FIFA World Cup™

2010 FIFA World Cup South Africa™

Objectives
SportsMark created a strategy to maximize Visa’s FIFA partnership and sponsorship of the 2010 FIFA World Cup™ South Africa.

1. Develop global client and consumer promotion guest experience programs to leverage Visa’s FIFA partnership and sponsorship of the FIFA World Cup™
2. Provide access to all 64 of the tournament matches across 9 host cities and 10 venues
3. Promote the Visa brand by the inclusion of ‘Go Fans’ global marketing campaign imagery in all guest communications, hospitality facilities, special events and in guest experience program hotels

Solutions
SportsMark managed all aspects of the Visa client and consumer guest experience programs, including:

• Planned and managed all logistics and hospitality for 500 of Visa’s global clients and executives for the semi-final in Cape Town and the FIFA World Cup™ final match, utilizing three client hotels over a ten-day period
• Planned and managed all logistics and hospitality for 4,200 of Visa’s global consumer promotion guests for all 64 matches of the FIFA World Cup™ from the opening match through the final match, utilizing four hotels over a thirty-one day period
• Managed 1,900 guests who flew on domestic flights venues from Cape Town and Johannesburg base camps throughout the tournament
• 60% of guests attended a group stage match featuring a team of choice/interest
• Managed transportation for all airport arrivals and departures, program activity, and movements in each host city venue
• Planned and managed tours and sightseeing activities for 4,700 guests
• Developed creative, multi-lingual printed invitations and managed web-based enrollment process for 4,700 global guests in over 100 countries
• Created exclusive custom VIP hospitality suites in Cape Town and Johannesburg client hotels for Visa guests to relax, network, and socialize
• Developed and produced creative theme concepts for the Visa Final Match “Farewell to Africa” Gala Dinner, including extensive production, décor and entertainment for over 300 guests prior to the final match of the FIFA World Cup™
• Managed Johannesburg Soccer City private hospitality facility for 350 Visa guests for 8 matches
• Managed all contract and budget negotiations with special event venues
• Provided detailed hospitality budget management
• Assisted in the efficient distribution of 4,700 match tickets at six hotels
• Managed guest premiums and amenities, including inventory and distribution

Results
Visa maximized their FIFA partnership by creating a connection with global banking partners and consumers through best in class hospitality at one of the most popular events in the global sporting calendar

I wanted to thank all of you for putting on a spectacular event. Every client couldn't have spoken more positively about the event. The attention to every detail, the coordination of events, the venues, the atmosphere that was created, all of it was truly grand. I know that you all have had support from many people and I wish that you share with them my heartfelt thanks and gratitude for their dedication and passion for Visa. It showed the world what we can do as an organization. Again, thank you all"– Visa senior executive feedback