"The collection aims to show how creativity drives commerce-and how artists are the entrepreneurs shaping communities and culture around the world. Visa has unveiled the first five pieces in the collection at an exclusive Miami showcase called "The Art of the Draw," hosted by multidisciplinary creator KidSuper. The showcase features the works of artists Darien Birks, Nathan Walker, Cesar Canseco, Ivan Roque, and Rafael Mayani. The rest of the collection is set to come before the tournament kicks off in June."
"Visa first signed on as a World Cup sponsor back in 2007. This will be Cooper's second tournament with the brand, having joined shortly before the 2022 World Cup. Back in 2023, in one of his first interviews as CMO, Cooper told me that one of the things he really wanted to do around sponsorship was to move away from what he called "cultural adjacency," borrowing equity and trying to get a halo off that, and creating awareness by being the proud sponsor of something."
Visa is launching a World Cup-themed art collection in partnership with Pharrell Williams' Joopiter platform, featuring works from 20 artists across six continents. The first five pieces were unveiled at an exclusive Miami showcase titled "The Art of the Draw," hosted by KidSuper, showcasing artists Darien Birks, Nathan Walker, Cesar Canseco, Ivan Roque, and Rafael Mayani. The remaining pieces will be released before the tournament begins in June. The collection is presented as embodying Visa's strategy of adding value to sponsorships by using artistic creativity to provoke conversation, expand perspectives on football, and connect commerce with culture. Visa has sponsored the World Cup since 2007.
Read at Fast Company
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