Yemisi Izuora
Visa the Official Payment Services Partner of FIFA, has released an analysis of spending inside the 2018 FIFA World Cup Russia stadiums from the opening match on June 14 through the semi-finals on July 11. The data highlights the increased consumer adoption of innovative payment technology, as fifty percent of purchases with Visa in tournament venues utilized contactless transactions, including cards, mobile devices and wearables.
Visa cardholders on average spent 1,408 rubles (approximately $23.00) per transaction inside the stadiums throughout the tournament, with fans from Russia spending the most, followed by United States and Mexico, respectively. The largest average individual purchases were seen on in-stadium merchandise (4,200 rubles; approximately $68.00), Fan Fest merchandise (3,300 rubles; approximately $53.00) and in-stadium food and beverage (800 rubles; approximately $13.00).
“Visa’s sponsorships enable us to showcase the latest in payment innovation on a global stage,” said Lynne Biggar, chief marketing and communications officer, Visa Inc. “Visa cardholder spending data during the FIFA World Cup™ illustrates the growth of contactless payments in Russia and fans’ reliance on quick and secure payments so that they can spend less time in line and more time focused on the pitch.”
Of the 62 matches played at the 2018 FIFA World Cup Russia™ thus far, the opening match between the host nation and Saudi Arabia at Luzhniki Stadium had the highest payment volume, with fans spending over 55 million rubles (approximately $900,000). Of the total spend at the Opening Match, 69 percent came from Russian citizens and 31 percent came from non-Russian citizens.
“The Russian payment industry is undergoing a dynamic transformation and has seen huge growth,” said Ekaterina Petelina, country manager, Visa Russia. “Through our partnership with FIFA, Visa is focused on providing fans in Russia with new ways to pay, while advancing our business in market.”