Visa Inc. has unveiled its flagship “Tap In” campaign ahead of the 2026 FIFA World Cup, bringing together actor Jason Sudeikis and football stars Erling Haaland and Lamine Yamal in a global advertising push tied to this summer’s tournament.
The campaign, launched with just weeks remaining before kickoff, plays on the football term “tap-in” while promoting Visa’s payment technology through a series of football-themed upgrades triggered by tapping a Visa card.
In the main commercial, Sudeikis embarks on a surreal journey to the World Cup after tapping his script with a Visa card, transforming everyday experiences into football-inspired moments. The ad includes appearances from Haaland and Yamal, with the Norwegian striker later starring in a separate clip focused on simple “tap-in” goals.
Frank Cooper, Chief Marketing Officer at Visa, described the 2026 World Cup as “the world’s largest sporting event in history,” highlighting the massive economic activity expected around the expanded 48-team tournament.
According to Cooper, Visa views the World Cup as more than just a sporting event, pointing to projected increases in tourism, hospitality, employment and consumer spending across the 16 host cities in North America.
As part of the campaign, Visa is also introducing customer reward programs in the United States, Canada and Mexico, allowing fans to collect points through purchases made during the tournament. Rewards include match tickets, limited-edition merchandise and other World Cup experiences.
The company also announced a “Tap In To Impact” initiative, committing $600,000 to nonprofit organizations supporting small businesses in the three host countries.
Alongside Sudeikis, Haaland and Yamal, the broader campaign will also feature Christian Pulisic, Jorge Campos and legendary commentator Andrés Cantor.