The Greatness Gateway Grip

The Brief
Create a Brand Experience through Visa's social media that connects to the Olympic stadium and grabs the attention of consumers, reinforcing Visa’s role as a Worldwide Olympic Partner at the Paris 2024 Olympic Games.

Mediums
Visa capitalized on the Olympic stadium and View Kulavut, a Team Visa Thai badminton player, to channel Thai fans' support through social media onto his badminton grip. This activation showcased Visa as the Best Gateway, creating an immersive Brand Experience that connects people. Every message of encouragement from Thai fans was physically delivered to View's hand during his matches.
This initiative emotionally engaged consumers, boosted social media interactions, and amplified brand visibility at the Olympic venue, reaching a broad and fast-growing audience.

Concept
Visa is the best gateway in the financial world, and now, in the world of sports, it becomes the Best Gateway for fans to support athletes. Using View Kulavut as the bridge, fans could send messages via Visa’s social media—which served as the "gateway"—to be printed directly onto View's badminton grip.
Visa was no longer just a payment network; it became a connector of heartfelt encouragement between fans and athletes, making its Olympic sponsorship more meaningful.

Execution
The Greatness Gateway Grip!
Visa transformed Thai sports fans’ cheers into physical messages that reached the Olympic stadium for the first time. Every encouragement message was printed onto View Kulavut’s badminton grip, integrating Visa into a defining Olympic moment.
Visa didn’t just sponsor the competition—it became a part of history, reinforcing its position as the Best Gateway.

Results
• 57,709 engagements, marking a 142% increase compared to the Tokyo 2020 Olympics, where Visa also had top-tier Team Visa athletes.
• Most significantly, View Kulavut made history by winning Thailand’s first-ever silver medal in badminton, delivering a proud moment for the nation.
• Visa believes that the support printed onto his grip played a small but meaningful role in this historic achievement.