Tap In

As the 2026 FIFA World Cup approaches, Visa has launched ‘Tap In’, a global campaign that positions the brand around access rather than payments alone. Created with Anomaly, the campaign uses the simple tap-in goal as a metaphor for fast, seamless payment experiences, showing how Visa helps connect fans with matches, travel and memorable moments throughout the tournament.

The campaign is led by Jason Sudeikis, whose performance evokes the spirit of *Ted Lasso*, alongside football stars Lamine Yamal, Erling Haaland, Christian Pulisic, Jorge Campos and commentator Andrés Cantor. The hero film follows Sudeikis travelling across the U.S., Mexico and Canada, transforming everyday objects into football-inspired experiences with a tap of his Visa card. Blending humour, pop culture and football, the campaign presents payment technology as an almost invisible part of the fan journey rather than the focus of the story.

Extending well beyond advertising, ‘Tap In’ includes fan activations, creator partnerships, experiential events and cardholder promotions across North America. Programmes such as ‘Tap In to Score’ and ‘Pásala Para Ganar’ offer opportunities to win match tickets, travel packages and exclusive merchandise, while ‘Tap In Studio’ will bring football, art and local culture together in host cities. The campaign also includes a social impact initiative, ‘Tap In to Impact’, which will provide funding to organisations supporting small businesses, entrepreneurs and creative communities, reinforcing Visa’s goal of making the World Cup experience more accessible both on and off the pitch.