FIFA World Cup™- Visa Partnership
In a stunning piece of negotiation, Shepard, while at Visa, unseated a longstanding incumbent in competitor MasterCard. In negotiating the agreement, bold new initiatives were undertaken. Under Shepard’s direction, Visa was able to negotiate two categories: payment systems and retail banking. He then set up a scenario where Visa could liquidate much of its own investment by selling partial rights back to the financial institutions.
With the two most powerful properties in the globe, Visa was positioned to dominate the sports marketing industry for years and fully leverage its global footprint, activating against these properties to position the Brand in key emerging markets. Utilizing proven project structures and integrated marketing approach developed with the Olympic Games, Visa developed a single definitive global strategy and positioning around the property.