CorpComms Magazine

Global payment technology company Visa is putting four Super Bowl addicts who have not missed a single championship since the games' inception in 1967 at the heart of its new TV marketing campaign. 

The Go Fans campaign is being disseminated via television adverts, narrated by Morgan Freeman, and digital media activities. The first advert showcases the bank of Super Bowl related memories the quartet have picked up over the past 43 years; the second draws on their excitement about reaching the golden target of 50 Super Bowls.  

The campaign celebrates the fervour of American football fans and devotees of this championship in particular, after a recent Visa survey revealed more than half of Americans would miss or postpone events in their life to attend the Super Bowl. Of these, three quarters would skip work, class or lectures, seven out of ten would miss their own birthday, almost half would postpone their holiday and one in ten would miss the birth of their child to get their annual football fix.

Antonio Lucio, chief marketing officer at Visa, said: 'The Never Miss a Super Bowl Club represents the fervour that NFL fans have for the Super Bowl. Their unique experiences and stories bring our campaign to life. Fans see the Super Bowl as the pinnacle of U.S. sporting events and would go to extraordinary lengths to attend the game. We're excited to offer Visa cardholders with a once-in-a-lifetime opportunity that truly lasts a lifetime and speaks directly to their passion.'

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