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Home > Finance > VISA LIMBERS UP TO SHOW EVERYTHING COUNTS FOR TEAM GB

VISA LIMBERS UP TO SHOW EVERYTHING COUNTS FOR TEAM GB

Published by Gbaf News

Posted on May 13, 2016

6 min read

Last updated: January 22, 2026

Team Visa Ambassadors Adam Gemili, Adam Peaty, Claudia Fragapane, and Elinor Barker promoting Visa's Everything Counts campaign - Global Banking & Finance Review — The featured image showcases Team Visa Ambassadors Adam Gemili, Adam Peaty, Claudia Fragapane, and Elinor Barker, highlighting Visa's Everything Counts campaign that supports Team GB athletes. This initiative emphasizes the importance of every effort made by athletes ahead of the Rio 2016 Olympic Games.

New campaign launches in partnership with the British Olympic Association
Everything Counts platform enables the British public to share the stories of athletes on the road to being part of Team GB
Athletes Adam Gemili, Adam Peaty, Claudia Fragapane and Elinor Barker signed as Team Visa Ambassadors

With only three months until the Rio 2016 Olympic Games, Visa UK today launches their “Everything Counts” partnership with the British Olympic Association.

Visa is the leading payments system in Europe, constantly working at the forefront of technology to introduce new, easier and more secure payment options that are there wherever and whenever you need it. In parallel, the athletes hoping to compete in Rio as part of Team GB are doing everything they can to be the best at what they do.

Recognising that every minute the athletes train, every Personal Best, every message of support, every meal, every training session counts, Visa UK has developed the Everything Counts content platform. This campaign allows the British public to share the incredible stories of the athletes on the road to being part of Team GB and competing for their nation to win medals in Rio in August; encouraging the nation to get behind and support Team GB’s athletes.

The Everything Counts activation is manifested in the form of both a web-based and an app-based activation. The web version is housed on TeamGB.com, and will be a living, breathing activation that will be regularly updated.

The campaign builds on the golden legacy of London 2012, which resulted in Team GB becoming one of the most powerful sports brand in the UK. To help bring the campaign to life, Visa UK has signed a talented group of Team Visa Ambassadors:

Adam Gemili, 22, the only GB athlete to ever run both 100m in less than 10 seconds and 200m in less than 20 seconds
Adam Peaty, 21, World Record holder for 50m and 100m Breaststroke
Gymnast Claudia Fragapane, 18, who won four Gold medals at the 2014 Commonwealth Games
Elinor Barker, 23, who will be hoping to strive for Gold in the Track Cycling Team Pursuit

There will be exciting and stirring video content created with these and other athletes to appeal to both the everyman and the younger Generation Z audience.

Kevin Jenkins, Managing Director UK & Ireland, at Visa Europe said:

“The Rio Games are set to be one of the best yet for Team GB, where British athletes will build on the golden legacy of the home Games in 2012. The Everything Counts campaign recognises that for Visa, its customers and Olympic athletes, every moment, every journey, every second and every transaction counts. To be the very best at what you do, you have to be ready for your moment: every meal, minute of training, personal best and message of support counts.

“The quest for perfection is as true for Team GB athletes as it is for Visa. This campaign reflects the precision and certainty that Visa offers, as we process millions of transactions for millions of cardholders every day.”

Bill Sweeney, Chief Executive of Team GB, said:

“Visa’s Everything Counts will create some compelling content for fans of Team GB during the Games. The back stories of the Visa ambassadors, the stats behind the athletes’ journey to the Games and all the small details that can make the difference will give an incredible insight into the elite performance environment.”

New campaign launches in partnership with the British Olympic Association
Everything Counts platform enables the British public to share the stories of athletes on the road to being part of Team GB
Athletes Adam Gemili, Adam Peaty, Claudia Fragapane and Elinor Barker signed as Team Visa Ambassadors

With only three months until the Rio 2016 Olympic Games, Visa UK today launches their “Everything Counts” partnership with the British Olympic Association.

Visa is the leading payments system in Europe, constantly working at the forefront of technology to introduce new, easier and more secure payment options that are there wherever and whenever you need it. In parallel, the athletes hoping to compete in Rio as part of Team GB are doing everything they can to be the best at what they do.

Recognising that every minute the athletes train, every Personal Best, every message of support, every meal, every training session counts, Visa UK has developed the Everything Counts content platform. This campaign allows the British public to share the incredible stories of the athletes on the road to being part of Team GB and competing for their nation to win medals in Rio in August; encouraging the nation to get behind and support Team GB’s athletes.

The Everything Counts activation is manifested in the form of both a web-based and an app-based activation. The web version is housed on TeamGB.com, and will be a living, breathing activation that will be regularly updated.

The campaign builds on the golden legacy of London 2012, which resulted in Team GB becoming one of the most powerful sports brand in the UK. To help bring the campaign to life, Visa UK has signed a talented group of Team Visa Ambassadors:

Adam Gemili, 22, the only GB athlete to ever run both 100m in less than 10 seconds and 200m in less than 20 seconds
Adam Peaty, 21, World Record holder for 50m and 100m Breaststroke
Gymnast Claudia Fragapane, 18, who won four Gold medals at the 2014 Commonwealth Games
Elinor Barker, 23, who will be hoping to strive for Gold in the Track Cycling Team Pursuit

There will be exciting and stirring video content created with these and other athletes to appeal to both the everyman and the younger Generation Z audience.

Kevin Jenkins, Managing Director UK & Ireland, at Visa Europe said:

“The Rio Games are set to be one of the best yet for Team GB, where British athletes will build on the golden legacy of the home Games in 2012. The Everything Counts campaign recognises that for Visa, its customers and Olympic athletes, every moment, every journey, every second and every transaction counts. To be the very best at what you do, you have to be ready for your moment: every meal, minute of training, personal best and message of support counts.

“The quest for perfection is as true for Team GB athletes as it is for Visa. This campaign reflects the precision and certainty that Visa offers, as we process millions of transactions for millions of cardholders every day.”

Bill Sweeney, Chief Executive of Team GB, said:

“Visa’s Everything Counts will create some compelling content for fans of Team GB during the Games. The back stories of the Visa ambassadors, the stats behind the athletes’ journey to the Games and all the small details that can make the difference will give an incredible insight into the elite performance environment.”