Visa seeks network to promote £100m Fifa link-up

LONDON - Visa International is looking for an ad agency to promote its sponsorship of the Fifa World Cup until 2014, backed by an estimated budget of £100m.

Every global Visa International roster agency was asked to supply information for the brief. A shortlist of five agencies -- Saatchi & Saatchi London, Rainey Kelly Campbell Roalfe/Y&R, TBWA\Chiat\Day, 180 Amsterdam and Wieden & Kennedy New York -- was drawn up.

The winning agency will produce creative work for a number of football competitions from now until the World Cup Finals in 2014. These will include the 2010 World Cup, the Women's World Cup Finals, the Under-20 World Cup Finals and the Confederations Cup.

By signing the lucrative £150 million deal in April this year, Visa broke up Fifa's long-running relationship with its main rival, MasterCard. However, the company will continue to sponsor other football tournaments, including the Uefa Champions League and the European Championships.

Visa is now one of five top-tier sponsorship partners for Fifa, joining Adidas, Coca-Cola, Hyundai and Sony.

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