Widely mocked Visa sponsorship of Red Bull renewed as chief insists ‘names become affectionate’ once people find a kind of connection
Visa entered Formula 1 in 2024 with Red Bull Racing its first new global sports sponsorship agreement in 15 years. But it was a bumpy launch as its entry came with a name mocked as one of the worst in motorsports history. Didn’t matter to Visa, which on Thursday announced a four-year contract extension through 2030 that expands its partnership with Red Bull Racing and Visa Cash App Racing Bulls. Some fans call it VCARB, others call it Racing Bulls, and some even say Visa Cash App. “When people embrace what you’re doing, people will find a way to talk about your name in positive light,” Frank Cooper, chief marketing officer of VISA, told The Associated Press. “Names become affectionate names once people find some kind of close connection to the company, the drivers, the team, and so people have gotten comfortable with it. “I don’t know anyone has settled on ‘This is exactly what we’re going to call it every single time’ because sometimes people w...