Visa and the NFL team up for another season

Football is in full swing as we enter the midpoint of November and are two months into the NFL season.  Many teams are still in the hunt for a playoff berth which makes for numerous exciting and must see games each weekend.  Not only are the fans of these teams enthused by this but also companies that sponsor the league. The start of the NFL season brings excitement to sponsors as this is a key time of the year to reach a vast audience with marketing and promotional materials.  One of the league’s major sponsors on a yearly basis is Visa which is hoping to use this season to further strengthen its brand name in the credit card space.

It is clear that this relationship with the NFL is important to the organization as it recently renewed its contract with the league to continue the relationship through 2014.  While television commercials on Sunday afternoons are reaching millions each week, Visa is also seeing increased attention online since the opening kickoff.  As the chart below illustrates, unique visitor traffic to visa.com has grew steadily by over 11% month over month in August and September, coinciding with NFL preseason action and the start of the regular season September 10th.

Unique Visitors to Visa.com

Visa’s connection to the NFL is also affecting how people are searching for the credit card brand.  The table below represents the top 10 search terms driving traffic to the visa.com domain.  While the table shows that branded search on terms with the Visa name are most prevalent, it is interesting to notice that from August to October, the term "nfl visa" was the 9th most popular search phrase driving people to visa.com.  So not only is Visa’s overall domain traffic rising in conjunction with the start of the NFL season, but consumers are also connecting these two prominent brands when conducting search online.

Top Search Terms to Visa.com

It is no secret that the NFL season is an important time for Visa as football has become America’s new pastime (sorry baseball, but its true).  Many resources go into the brand’s sponsorship of the league as the NFL provides access to millions of viewers each week who are glued to their televisions waiting for the next game changing moment.  With multiple promotions involving the NFL including a chance to win tickets to this year’s Super Bowl, Visa is maximizing the value of its relationship with the league and hoping to reap major benefits.