Credit card giant Visa U.S.A. announced today that it will sponsor the U.S. portion of Paul McCartney's world tour and underwrite a multimillion-dollar ad campaign featuring the singer.
McCartney, who has not previously associated with a corporate sponsor in the United States, sought one for the 1990 U.S. portion of his tour, which began last Thursday in Los Angeles. In opting for corporate sponsorship, McCartney joins other major music stars--Budweiser is sponsoring the current Rolling Stones tour and Pepsi has long been associated with Michael Jackson.
"The association with The McCartney Tour will be a mutually beneficial one," said Charles T. Russell, Visa's chief executive officer. Visa will be the only credit card accepted for 1990 concert ticket sales and related merchandise. In addition, Visa will underwrite a multimillion-dollar advertising campaign that will promote the McCartney tour as well as reinforce awareness that Visa is the tour's exclusive credit card.
Visa's sponsorship of the U.S. portion of McCartney's World Tour will include 12 cities, beginning in February at the Palace in Auburn Hills near Detroit.