80Chapter Four / SPONSORSHIP"The Olympic Games deliver tremendous global exposure and access to virtually every demographic group. The Olympic Games also delivertangible and proven business building benefits to Visa, its clients and partners."Antonio Lucio, Chief Marketing Officer, Visa Inc.Visa has been a Worldwide Partner of the Olympic Games for 24 years and in October 2009 extendedits sponsorship of the Olympic Games through 2020. At the Vancouver 2010 Olympic Winter Games, Visa was the only card accepted and the official payment network, creating and managing the entire payment system infrastructure throughout all Olympic venues.Visa's global activation of the Vancouver 2010 Olympic Winter Games helped drive Visa's business,create an affinity for Visa and its products, and generate short- and long-term benefits for Vancouverand the many markets in which Visa does business.Marketing and Promotion To support the Vancouver Games Visa delivered it's first-ever global Olympic-themed integratedmarketing campaign - Go World. The Go World campaign celebrated athleticism and human triumph through unique athlete stories and imagery. Go World featured a number of Olympians on a variety of different platforms across the globe to evoke emotion and memories of unforgettable moments in Olympic history.Close to 400 financial institution clients globally in 34 countries used Visa's Olympic Games marketing platform to connect with cardholders and build their business through promotionalprogrammes. Visa also worked with retail partners globally to help them generate business andexcitement among their customers.