90IOC Marketing Report – Beijing 2008 Chapter FourSponsorship Visa has been a proud sponsor of the Olympic Games since 1986 and served as the exclusive payment card of the Beijing 2008 Olympic Games. Visa developed and executed integrated marketing campaigns in each region in which the company is active, promoting the values of Olympic athletes and ideals through advertising, mobile content and interactive online tactics. Visa Promotions Visa worked with more than 380 of its financial institution customers in 66 countries to offer Visa cardholders the opportunity to win a trip to the Olympic Games. In Asia Pacific alone, 3,000 Visa cardholders and their partners – a total of 6,000 people – won travel and/ or event packages to the Olympic Games in the region's " Win a Trip to the Games" cardholder promotions. Visa also worked with retail partners in 31 countries to help them generate business and excitement among their customers. Team Visa Visa sponsors both national Olympic teams and individual Olympic and Paralympic athletes in many countries around the world. Through its Team Visa programme, Visa has assisted hundreds of Olympic " For Visa, the Beijing 2008 Olympic Games had a positive impact on our brand and products, provided an opportunity to expand our presence in an important emerging market and resulted in a high- level of activation among financial institutions and merchant clients." Kevin Burke, Head of Global Consumer Marketing, Visa Inc.