Racing Part of Visa's Super Bowl Ads

Thoroughbred racing will make a rare Super Bowl appearance Feb. 3 during FOX's telecast of football's championship game. No, they won't be staging a match race during halftime, but the Triple Crown will be mentioned during a Visa advertisement scheduled to run during the highest-rated television show of the year.

According to the Sports Business Journal, Visa will run two 30-second spots during the game. One features various sponsorships in which the credit card company is involved.

The spot that includes horse racing was filmed earlier this year in Los Angeles, and starts with a football player running. He is passed by Olympic gold-medal winner Michael Johnson, who is in turn left behind by a horse. The horse is ultimately lapped by a racecar. The spot emphasizes Visa's sponsorships of the NFL, the Olympics, racing's Triple Crown, and NASCAR.

Visa would neither confirm nor deny details about its Super Bowl ads, which were produced by its ad agency, New York-based BBDO. FOX is charging in the neighborhood of $1.5 million for each 30 seconds of advertising time during the Super Bowl.