Visa Evolves Brand Strategy in Japan, Sponsoring "Ado STADIUM LIVE 2026 Ao" as First Step to Enhance Customer Engagement

Visa Worldwide Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Arturo Planell; hereinafter referred to as Visa) will evolve its brand strategy in the Japanese market and work to strengthen customer engagement by creating experiences and value that connect with consumers' passions and interests. As the first initiative in this effort, Visa will sponsor "Ado STADIUM LIVE 2026 Ao," to be held on July 4 (Sat.) and 5 (Sun.), 2026, at Nissan Stadium.

Visa has built its brand value through sponsorships and partnerships, primarily in sports. As the payment environment and consumer behavior change, Visa will proactively expand its initiatives into new areas such as music, aiming to create brand touchpoints in diverse situations where people's passions arise.

In recent years, fan culture, represented by music, sports, anime, and games, has expanded from traditional "viewing" experiences to "experiential" engagement where fans actively participate and support through live events, SNS, and community activities. This shift has transformed fans from passive recipients into active creators of relationships with brands and content.

It is estimated that approximately 14 million people in Japan are involved in "oshikatsu" (fan activities), with an annual expenditure of about 3.5 trillion yen*1. Fan activities generate consumption and economic activity in various aspects, including tickets, merchandise, subscriptions, travel, and dining, characterized by a close link between experience and purchase. Fan culture is considered to have a significant impact on consumer behavior.

*1 https://www.reuters.com/world/japan/anime-mascots-japan-hopes-oshikatsu-rage-will-open-consumer-wallets-2025-03-31/

Music, in particular, is an area that offers both daily touchpoints and extraordinary experiences. In addition to continuous engagement through fan clubs and streaming services, it fosters deep relationships and high participation with fans through attending live performances and festivals, purchasing merchandise, and spending around event venues.

Visa positions these fan experiences in the music domain as important touchpoints for strengthening customer engagement.

Sponsorship of "Ado STADIUM LIVE 2026 Ao" is the first initiative to materialize Visa's evolving brand strategy. As part of the sponsorship, in collaboration with Credit Saison, an original tapestry blanket for "Ado STADIUM LIVE 2026 Ao" is scheduled to go on sale in early July on Credit Saison's official online store, targeting Saison Card Visa members.

Main visual for "Ado STADIUM LIVE 2026 Ao"

Original tapestry blanket for "Ado STADIUM LIVE 2026 Ao"

Details of the original tapestry blanket for "Ado STADIUM LIVE 2026 Ao" will be released on Credit Saison's official online store "STOREE SAISON" around the start of sales. Product details here (scheduled for release in early July 2026).

Akihiro Satomura, Head of Marketing, Japan, Korea & Mongolia at Visa Worldwide Japan Co., Ltd., stated: "Visa aims to be a brand that supports people worldwide in connecting with the places they want to go and the moments they want to experience. In situations where consumers pursue their passions, various payment touchpoints arise, such as purchasing tickets, merchandise, subscriptions, travel, and dining. This initiative is the first step for Visa to create new touchpoints with consumers and provide richer experiential value."

Visa will continue to work on strengthening customer engagement by creating experiential value that connects with consumers' passions and interests, based on the reliability and convenience of its payment network.

About Visa

Visa is a global leader in digital payments, connecting consumers, businesses, financial institutions, and governments in more than 200 countries and territories. Visa's mission is to connect the world through the most innovative, convenient, reliable, and secure payment network, contributing to the prosperity of individuals, businesses, and the economy. We believe that an inclusive economy for everyone, everywhere, raises the quality of life for all and connects everyone to the future of payments. For more information, visit Visa.com (English site) or www.visa.co.jp (Japanese site).