Capital on Tap launched a campaign with Michael Owen on October 5, 2022, offering UK business-card holders a chance to win two tickets to the FIFA World Cup final in Qatar through Visa. The campaign covered both new and existing customers. [S01]

An experience alongside everyday card rewards

The campaign used videos filmed at Owen’s Manor House Stables and focused on the business-card and spending-management proposition for small companies. Capital on Tap described it as its first celebrity partnership in its ten-year history. [S01]

The published deadlines were October 31, 2022 for the ticket competition and December 31, 2022 for signed shirts and footballs. These were time-limited historical offers and are no longer open under those terms. [S01]

Capital on Tap’s wider rewards offering included cashback, travel and gift cards. The football promotion added a separate chance to win an experience rather than changing the stated value of those everyday rewards. [S01]

What the announcement established

For a business-card provider, an event-based promotion can create another reason to engage with existing customers. Its commercial significance still depends on participation and the behaviour of those customers afterwards. Neither participation figures nor a measured effect on card use were disclosed in the announcement.

The distinction is useful when comparing reward campaigns: a competition prize, an earned reward balance and a guaranteed customer benefit carry different expectations. This campaign was presented as a competition, not a promise of tickets to every cardholder.