Sponsorship of team gb for the olympics in rio

For many young people Visa isn’t associated with anything other than the tiny logo on their debit or credit card. So, being the proud sponsor of Team GB at the Olympic Games in Rio was a great opportunity to connect with a new and younger segment. We partnered with Olympic Game first timers, Adam Peaty, Claudia Fragapane, Adam Gemili and Elinor Barker to create something that resonated with a younger audience.

For these young athletes a great performance means everything, and they therefore need to make every second count on their journey to the Olympics; Every week they make sacrifices. Every day is a journey. Every training session they get stronger, more focussed, more absorbed by their one true goal: competing to the very best of their ability on the greatest athletic stage of them all: The Olympic Games.

We flipped the meaning of two popular phrases; #YOLO and #FOMO that for many in our target audience are simply synonymous with partying, shopping or self-indulgence. But for Adam Peaty, Claudia Fragapane, Adam Gemili and Elinor Barker. #FOMO and #YOLO aren’t just hashtags. They are warnings, to make everything count on the road to Rio.

creative strategy // messaging // social strategy

Agency: Saatchi & Saatchi