NEW YORK — Visa launched a FIFA World Cup marketing campaign called "Tap In" featuring actor Jason Sudeikis, alongside a sweepstakes promotion, an in-stadium fan activation, and a $600,000 grant initiative for North American non-profits. Visa has sponsored the FIFA World Cup since 2007.

The campaign name refers to both contactless payments and a soccer goal scored from close range. The advertisements will run across broadcast, streaming, and social platforms, and feature additional talent including Christian Pulisic, Jorge Campos, and Andrés Cantor.

The 60-second hero spot shows Sudeikis discovering the power of tapping in after watching Lamine Yamal score a tap-in goal. In the spot, Sudeikis's TV script becomes a ticket, his British cab driver becomes Erling Haaland, and a kid's street hockey net becomes a soccer goal.

"We want to be a brand that is showing up and powering participation. Everything is a 'tap in' with Visa, and we love how it strategically aligns with the game itself," said Andrea Fairchild, senior vice president of global sponsorship strategy at Visa. "We wanted to bring humanity, humor, and cultural relevance," she added.

Visa also launched a "Tap In to Score" promotion in the United States and Canada and "Pásala Para Ganar" in Mexico, offering cardholders chances to win prizes including match tickets. Cardholders will receive access to triggered moments and daily prize windows tied to on-pitch action. The promotion builds on Visa's Presale Draw from September 2025, which gave cardholders early ticket purchase opportunities.

The company is running Tap In Studio, an in-stadium fan activation at host cities New York, Los Angeles, Mexico City, and Toronto. The studio features soccer-inspired art from a new global art collection developed in partnership with Pharrell, and visitors can immerse themselves in the art, connect with other fans, and win prizes.

Visa also announced Tap In to Impact, an initiative committing $600,000 to three North American non-profits supporting small business development and entrepreneurship. "The global fan engagement translates very easily into what we see as this measurable local economic opportunity," Fairchild said. "Whether they're a fan in the stadium or they're watching from home, we want to enable them to tap into the excitement of the FIFA World Cup in ways that are going to feel personal, immediate, and culturally relevant," she said. "The beauty of the sport and the moment is how we're connecting and leaving that legacy in the years to come," Fairchild said.