Connecting With Clients at SB50

We go behind the scenes of Visa's Super Bowl sponsorship and talk with the key players from Visa's working teams. First up, Mabel Chiu, senior director of U.S. Client Marketing and Lori Goerhing, senior director of Global Client Integration share their experiences behind Super Bowl 50, from a U.S. and global client perspective.

Tell us about your role in Visa's Super Bowl sponsorship.

MC: Super Bowl is the crown jewel of the NFL season and it's our most popular asset for clients. My role is overseeing the sponsorship activation among our U.S. clients. We use quite a few trip packages and sweepstakes that our issuers and merchant clients use for their marketing programs. Next week, our clients, really their cardholders, will be at the game because they won a sweepstakes or contest.

LG: I serve as our global liaison for all of our global client activations. There is a regional sponsorship lead in all of our Visa Inc. regions and my job is to push out all of the information that they need in order to do client activation—sell-in materials, available assets and ideas to market.

How does the Super Bowl offer an opportunity to deepen partnerships with our clients?

MC: Super Bowl is the most watched game of the year in the U.S. so when we talk about Super Bowl for marketing purposes, our clients really value it. They appreciate being able to use the Super Bowl trip packages and legitimately use the NFL marks, logos, even the Super Bowl name, which you can't use unless you are a sponsor. When they know this opportunity is available and that they can create really great marketing programs that's when we're delivering real value to them.

LG: We have full global rights for the NFL this year for the first time ever. In the past, it's been mainly a U.S. property with activation from Mexico. This year, we have had additional client activation in Canada, Panama, Brazil, Dominican Republic and Puerto Rico.

Does the NFL have a large fan base in those countries?

LG: It's very big in Mexico and Canada, and LAC has a growing affinity for American football. The NFL is really committed to growth in global markets and deepening relationships with consumers. As a partner, we can help them do that via our marketing channels and with clients to reach Visa cardholders globally.

What activations are you most excited about next week?

LG: We've had some new creative activations from our other global regions. Brazil ran a social media campaign targeting Visa cardholders with a contest to submit creative phrases about being the best NFL fan--three winners were selected to attend SB50. The LAC region also ran a four-market tour with the Vince Lombardi Trophy, giving cardholders a chance to take photos with the trophy and also share with Visa employees in the region. The NFL fan base around the globe is 114 million and growing—this is a great opportunity for Visa to expand our partnership and reach our Visa cardholders in new markets.

MC: On Saturday, the lights will come on the Bay Bridge, Visa will showcase its Visa Digital Skyline Projections, and there will be a concert at Justin Herman Plaza, so it's a really fun time in the city and a great time to showcase our sponsorship.

How does it feel to be working from the host city this year?

LG: It's awesome. You definitely have a sense of pride with it being in your hometown. It's a landmark event with the 50th anniversary and it's the first time the Bay area is hosting. Our cardholder guest program is twice as big as it has ever been so it's very exciting.

MC: It's nice to offer clients easy access to all the various events. When it's held in a different city we don't the same opportunity to create a home-town experience around Super Bowl.

Where will you be on Super Bowl Sunday?

LG: We have more than 100 guests attending the game from seven countries this year. I work closely with our Hospitality team to support all facets of the guest program—arrivals, registration, guest experiences, general support for their SF stay, and serving as a Visa contact for them at SB50 on game day. It's a special experience and seeing the joy our cardholders get from this once-in-a-lifetime experience is the best part for me.

MC: I'll probably be on the couch, watching the game and eating chips and guacamole!

Go behind the scenes for Super Bowl 50 by clicking here for the latest news and activities.