In his capacity as EVP of Global Merchant Partnerships and Sponsorship, Tom Shepard set the standard for the strategic activation of the Olympic Games on a global basis. Having negotiated and renewed the Olympic Games for an incremental 8 year period, Shepard changed the way future sponsors would address the Games, as Visa would look at fully leveraging the Games over the longest period of time possible. Innovations included the development and full integration of "The Look of the Games." No longer was it enough to market during the 17-day window. Programs to promote the use of Visa products through the host country’s tourism entities increased mutual exposure. Programs to drive long-term payment preference at the point of sale through comprehensive merchant campaigns were developed. Global advertising programs were launched and thoroughly coordinated.