Having paid an estimated $100 million for the privilege of being one of 11 worldwide partners, Visa could be forgiven for wondering if it was money well spent after running into widespread criticism for locking out rivals from the Olympic venues.
The card giant will hope that its reputation is boosted through an association with the Games' biggest star, Jamaican sprinter Usain Bolt, who is billed as an "innovation ambassador" and has been appearing on TV screens promoting the company's contactless card and mobile payments technology.
The 100 meter and 200 meter world record holder also retweeted to his 634,000 followers a picture of himself getting a lesson in how to use the mobile payments-enabled handset Visa and fellow sponsor Samsung are handing out to athletes:
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