The Visa Print Shop: Super Bowl LX Sunday Experience 2026

How does Visa cut through the noise of the Super Bowl to champion the “Creator Fan”?

Visa reimagined modern fandom at the Super Bowl LX Sunday Experience by transforming spectators into creators through an immersive, artist-led makerspace.

In collaboration with artist Zack Litoff, we moved beyond traditional “one-size-fits-all” sports marketing to celebrate individuality and self-expression. At the heart of the activation was a hands-on studio where fans designed and screen-printed their own bespoke NFL-inspired artwork. This physical craft was seamlessly blended with a “Tap to Win” digital experience, demonstrating the frictionless utility of Visa mobile wallets. By rewarding fans with high-stakes prizes – including Super Bowl Sunday tickets – Visa positioned itself as the ultimate enabler of the modern fan’s lifestyle, reinforcing its role in powering everyday progress through art, technology, and sport.

With Visa’s long-standing NFL partnership reaching a milestone chapter, the brand needed to exit the 2026 season with an unmissable cultural statement. Following a year where Imagination was not involved in the design, the stakes were high to prove the value of a high-concept, strategic approach. The objective was clear: outperform the 2025 engagement metrics and find a way to make Visa feel like a creative catalyst rather than just a payment processor in a saturated, high-decibel environment.

From spectators to creators

We pivoted away from passive “photo-op” marketing toward active participation. By partnering with local talent Zack Litoff, we established a high-energy makerspace that tapped into the “creator economy” spirit of San Francisco. Fans didn’t just look at the brand; they used Visa’s platform to create their own tangible piece of Super Bowl history. This hands-on moment of craft provided a necessary “analogue” break in a heavily digital event, making the brand feel human, authentic, and rooted in community culture.

Gamifying the wallet

To bridge the gap between physical creativity and digital utility, we integrated a “Tap to Win” mechanic. This wasn’t just about prizes; it was a strategic product demonstration. By tapping to win NFL Store vouchers and the ultimate prize – Super Bowl LX Sunday tickets – fans experienced the ease and speed of Visa’s mobile wallet technology in a high-excitement context. This turned a functional product feature into a highlight of the fan journey, driving both adoption and brand affinity.

A legacy finish

The activation maintained constant momentum, drawing maximum capacity crowds throughout the week. By offering once-in-a-lifetime access to the game itself, Visa delivered more than an experience; it delivered a dream. The result was a definitive shift in how fans engaged with the brand, moving from transactional utility to emotional connection, and ensuring Visa’s presence at Super Bowl LX Sunday was remembered as the “must-visit” destination of the fan festival.

For the audience

Fans received a rare, high-value takeaway: a piece of custom, screen-printed art they designed themselves. Beyond the physical souvenir, the activation provided unprecedented access to NFL talent and the chance to win “money-can’t-buy” prizes. With a 95% positivity rating, the audience didn’t just consume the experience; they felt championed by a brand that gave them the tools to express their unique fandom.

For the brand

Visa successfully repositioned itself from a functional payment tool to a cultural enabler at the intersection of sport and art. The project delivered a massive data-capture and product-demo opportunity through the 3,000 “Tap to Win” interactions, proving the value of the mobile wallet in a live environment. By facilitating the creation of over 5,000 unique artworks, Visa generated a wave of personalised, shareable content that amplified its sponsorship far beyond the walls of the activation.