American Express felt that Visa's advertisements were misleading, citing viewers who interpreted the ads as to believe that no other credit cards were accepted anywhere in the host city during the Olympics (such as at shops and restaurants), rather than applying only for Olympic ticket sales and at venues. Prior to the 1992 Winter Olympics and Summer Olympics, American Express aired advertisements acknowledging these facts, explained with the slogan "You'll need a passport, but you don't need a Visa." Prior to the 1992 Summer Olympics, the company also promoted a partnership with Iberia and Turespana that made American Express "the official credit card of tourism in Spain"—a campaign which factored the Olympics, as well as Seville Expo '92. The IOC negotiated a truce between Amex and Visa to tone down their advertisements, but encouraged Visa once Amex returned to its ambush marketing in 1994, and Amex finally conceded defeat by 1996. Jerry Welsh, who was the manager of global marketing efforts for American Express in the 1980s, would coin the term "ambush marketing" to refer to these activities. Welsh defended Amex's practices as a corporation's duty to its shareholders after they lost out on the official Olympic sponsorship rights to Visa.