-By Gregory Solman

LOS ANGELES Visa is modernizing its now 22-year-old Olympic sponsorship with a site (visa.com/ goworld) that permits enthusiasts to post vetted user-generated testimonials of how the games inspired them. Profiles of favorite athletes can also be ordered and delivered via mobile phone and the campaign includes the first spot featuring a Paralympic athlete.

Elissa Gray, head of media and creative services at Visa, New York, said that, on the site, "Consumers can talk about Olympic moments that meant a lot to them, how they've overcome their own challenges, and rate the stories on the microsite for other users." Gray declined to enumerate Visa's monetary commitment. "The strategic positioning of the campaign is built on the insight of what the games are about, a celebration of the human spirit," she said.

Gray said the broadcast spots, through Omnicom's TBWA\Chiat\Day, Playa del Rey, Calif., would use a host of Visa contemporary athletes as well as non-signatory veterans like gymnast Kerri Strug and high jumper Dick Fosbury of the "flop" fame. Upwards of 11 spots should break at the end of July, some of which will live on the Internet or rotate out to broadcast. Visa worked with independent AKQA, San Francisco, for the digital and mobile components.