Visa, the world leader in digital payments, has a rich history of sports partnerships that deliver powerful platforms to connect communities, empower athletes, and build a more inclusive world. As the Lebanon Men’s National Basketball Team heads to the International Basketball Federation (FIBA) World Cup 2023, Visa ensures its commitment to sports goes beyond a sponsorship, with the launch of two campaigns that will drive support for the Team and unite basketball fans, communities, and industry partners. Leila Serhan, Visa’s Senior Vice President and Group Country Manager for North Africa, Levant and Pakistan, talks about their exciting new sponsorship of the Lebanese national basketball team.
Q: Why did you choose the Lebanese Basketball national team and not any other national team, given that many other Arab national teams are participating?
Sports have always been at the core of Visa’s sponsorships because of the immense power it has to unify people. The amazing achievement of the Lebanese basketball team in qualifying for the World Cup after 13 long years, and the excitement this brought to the Lebanese diaspora, really embodied that unifying power of sports. As someone who lives in Dubai, I felt that pride and unity myself. It aligned perfectly with our mission and purpose in the partnerships we choose.
It was not an easy decision, as we needed to find the right partners in Lebanon that could help us go beyond just associating our brand with the team. We wanted to use our strengths to truly help the team overcome challenges and achieve their objectives. This is why we partnered with the Lebanese Basketball Federation, BLOM Bank, and OMT – to provide meaningful funds for uniforms, travel, training, and resources they critically needed.
Q: Was the success of the Lebanese basketball scene a major factor in choosing Lebanon and not another country?
Absolutely. Their journey to qualify for the World Cup after 13 years of not making it was such an inspirational achievement, especially given the broader challenges facing Lebanon. We want to use the powerful story of their journey to inspire young people and unite fans. For us, it was about more than branding – it was choosing an asset that could help us uplift communities in Lebanon and beyond.
Q: What are your expectations for this campaign? Will it bring Visa back to the sports sponsorship scene where the company’s presence was so important internationally?
We already sponsor major events like the Olympics, FIFA World Cup, and AFCON Africa Cup of Nations. But we are always on the lookout for inspiring local stories and teams we can uplift. This campaign has been so well-received, I’m sure we will find more opportunities to support sports in the region. If it helps us achieve our mission of connecting and uplifting everyone, we’ll absolutely pursue it.
Q: How is the campaign going, and how has it been received by the Lebanese people?
The campaign has been the talk of the town since it launched! A lot of people have been asking how they can help and participate. We want to channel that interest into a shared sense of national pride and hope. The team’s journey represents that, and we want to help fans experience those positive feelings.
We are appealing to the Lebanese diaspora to rally behind the team, just as they have during difficult times for Lebanon. But this time it’s about uplifting Lebanon in a moment of pride. We are engaging the global fan base through donations on the OMT website. Fans worldwide can contribute directly to the team’s fundraising and have chances to win great prizes like watching games live.
Q: Has the inclusion of player pictures contributed to increased participation through Visa cards?
The players are legends, so of course having their images can help spread the word. We have an athlete program that partners with sports legends to inspire young people. That connection between fans and the players they look up to is so powerful. we will have to see what impact the cards have, but the early signs are very promising. Anything that strengthens that connection is invaluable.
Q: Any final thoughts on the campaign?
This partnership goes beyond basketball. It’s about tapping into the power of sports to rally people behind an inspiring story. If we can channel that inspiration into uplifting communities, that’s an incredibly powerful outcome. We are excited about this campaign and the positive impact it can have, not just in Lebanon but around the world.