North American soccer media powerhouse Men in Blazers and Visa have announced a collaboration to launch "Fan City Guides," designed to help millions of fans visiting 13 cities across the United States and Canada this summer discover authentic soccer culture hubs while driving traffic to local small businesses.
Featuring over 25,000 fan recommendations and covering 13 cities, the guide, titled "Men in Blazers City Guides, Presented by Visa," serves as a "fan-driven travel companion" tailored for travelers this summer and beyond. It curates more than 25 recommended spots per city across four categories, based on insights gathered from a national survey with over 25,000 fan submissions. The initial guide covers 13 cities in the U.S. and Canada. Roger Bennett, co-founder of Men in Blazers, emphasized that soccer's vitality extends far beyond the stadium, and the team aims to take on the responsibility of uncovering local gems, allowing travelers to focus on the experience itself. By partnering with Visa, they can amplify the voices of these local cultural landmarks.
The collaboration aligns with Visa's strategy to support small businesses, building on its existing "Visa & Main" platform. This platform addresses the most pressing challenges faced by small businesses through three pillars: business capital, business connections, and business essentials. Kyndra Russell, Chief Marketing Officer for Visa North America, noted that the initiative's core is leveraging major moments to direct fans toward the small businesses and local institutions that shape each city's unique character.
The guide will debut as the flagship offering of a new travel content platform called "Traveling Support." Additionally, Men in Blazers will release a series of short videos filmed at fan-recommended locations, which will be featured on their social media channels and digital platforms. Previously, Visa announced its role as the official payment technology partner for the 2026 FIFA World Cup and launched the global "Tap In" marketing campaign, aiming to bring World Cup excitement to all three host countries through various promotions.
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