In a move that will marry digital music with digital payments, MasterCard and SFX Entertainment today announced a multi-year global partnership that will bring innovative technology solutions to the SFX platform and further strengthen MasterCard’s commitment to being an experiential brand in music and entertainment.
Acting as a technology partner, MasterCard will simplify the way hundreds of millions of electronic dance music (EDM) fans worldwide can access SFX events, engage with content and connect with their community. Through its Priceless platform, MasterCard will also create surprise and delight experiences for fans, starting this fall.
Read the full press release.
Raja Rajamannar, MasterCard Chief Marketing Officer, commented, “No other generation of music fans has been more connected and mobile than the millions of EDM fans globally. MasterCard is in the unique position to tailor its Priceless platform and innovative technologies to enable fans to experience their passion in new and exciting ways. Partnering with SFX takes us to a new level as an experiential brand in the entertainment space. The tie-up builds on and strengthens our portfolio of world-class music sponsorships including Justin Timberlake, Beyoncé, the Grammys and the iHeartRadio Music Festival.”
Related content: See how Billboard Magazine covered the announcement.