Visa Inc. has formed a partnership with McDonald’s Corp. in which users of Visa cards will receive free food or other prizes when buying Value Meals at the fast-food giant, the card brand last week announced.

The deal also includes a partnership with the Coca Cola Co., with Visa leveraging its ties with Coke and McDonald’s in relation to the FIFA World Cup, an event that Visa sponsors.

The promotion will run in 21 markets in Latin America and the Caribbean through July 11, the end of the World Cup tournament. McDonald’s has more than 2,000 stores in the region, according to Visa. The promotion also includes a marketing campaign with television, radio, online, outdoor and point-of-sale advertising.

The effort is designed to help penetrate the small-ticket market, Visa says. Consumers conduct less than 15% of their transactions in quick-service restaurants using electronic-payment methods, according to Visa.

“Visa is constantly looking for new business opportunities, and this promotion in partnership with the largest quick-service restaurant chain in the world allows us to penetrate a segment that has been traditionally cash-driven,” Ilse Pizzolante, head of merchant sales for Visa Latin America and the Caribbean, said in a statement. 

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