Visa and Jason Sudeikis turns FIFA World Cup 2026™ sponsorship into a playbook for cultural connection
05/22/2026
Visa’s global ‘Tap In’ campaign shows how modern brands can turn sponsorship into participation
Jason Sudeikis is teaming up with Visa to help turn one of football’s simplest moments into a global cultural invitation ahead of the FIFA World Cup 2026™.
The award-winning actor fronts Tap In, Visa’s new global campaign inspired by football’s most instinctive finish, the tap in, alongside stars including Lamine Yamal, Erling Haaland, Christian Pulisic, Jorge Campos and Andrés Cantor.
The campaign captures how modern fandom works today: immediate, social, shared, and increasingly shaped far beyond the stadium.
As Worldwide Payment Technology Partner of the FIFA World Cup 2026™, Visa is using one of the world’s biggest sporting stages to show how major sponsorships can move beyond logo placement to create participation, cultural relevance and moments audiences actively want to be part of.
“Football has this way of making even the smallest moment feel shared,” said Jason Sudeikis. “Tap In is about helping fans be part of that energy, wherever they’re experiencing the tournament.”
Global moment, local participation
For audiences in Australia and New Zealand, the FIFA World Cup 2026™ is experienced differently, as matches unfold in the early hours, over late-night takeaways and highlights filtered fast into group chats and social feeds.
Tap In reflects the reality of modern fandom, where connection is defined less by geography and more by behaviour. Whether it’s waking before sunrise for kick-off, reacting in real time with friends, catching key moments between meetings or joining the conversation the next morning, fans increasingly participate through small, instinctive actions.
That same behaviour is what modern marketers are trying to unlock: simple, low-friction ways for audiences to engage in moments that matter.
Meble Tin, Head of Marketing for Visa Oceania, said: “Football is Australia’s most played team sport, and Visa’s global FIFA partnership gives us a powerful platform to connect with Australians through a passion they already share. Even without large scale local activations, the global stage resonates strongly here at home.
“Our FIFA World Cup 2026™ advertising in Australia taps into the excitement of the world’s biggest sporting event, reminding fans that from local pitches to the global stage, Visa is the trusted way to pay.”
“This sponsorship ensures Visa shows up consistently for Australian consumers during one of the most watched events on the planet, reinforcing our brand promise of secure, fast and reliable payments at moments that matter.”
Where sport meets culture
The campaign also extends beyond the pitch through Visa’s first global art collection inspired by football’s spontaneity, creativity and precision.
Australian artist Karan Singh joins creators from six continents, reflecting how major sporting moments increasingly live far beyond the stadium through design, content and creator-led storytelling.
It’s a recognition that cultural relevance today is built not only through broadcast reach, but through participation in the creative ecosystems that shape how audiences experience global events. That thinking also reflects Visa’s broader work with creators and entrepreneurs, helping digital-first businesses connect with audiences, get paid and grow.
As brands increasingly look for more from sponsorship than awareness alone, Tap In offers a fresh example of how global partnerships can create cultural relevance, commercial opportunity and shared participation at scale.
To learn more, visit https://usa.visa.com/about-visa/sponsorships-promotions/fifa-world-cup-partnerships.html
About Visa
Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, sellers, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.