Visa Partners With News International As Team 2012’s Official Newspaper

It’s not just length of time, but also exposure official sponsors are attempting to maximise to get thee best value out of their rights. Visa, an official sponsor of London 2012 and also of the (British) Team 2012 recently signed a multimillion pound deal with media giant News International in order to further lengthen the reach of its sponsorship deals.


News International’s titles will become official newspapers of the British Olympic team and will have privileged access to many British athletes including in-demand starts such as heptathlete Jessica Ennis and swimmer Rebecca Adlington. The papers will launch an associated promotional campaign and the agreement includes both editorial and advertorial content within the agreement (with Visa getting ad space in return for this content and access).


How this will evolve, and what the balance will be between websites and social media, considering News International’s decision to go behind an online pay wall remains to be seen.




A win-win partnership both all three organisations involved. It will help the sponsor engage with larger audiences across a variety of channels and drive sponsorship awareness, brand preference and card usage. The newspapers get to run an official newspaper logo and gain access to the Team 2012 athletes above and beyond their rivals. The athletes themselves should also benefit from increased public interest and support.


However, whether News International’s new online pay walls might put be a potential problem within this partnership remains to be seen.


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