- Ambassadors Including Bryan Habana, Camila Cabello and More Create Digital Experiences Spanning the Globe, Helping Fulfill People’s Passions for Sports, Culinary, Music, Arts & Culture and lifestyle
- Evolving approach reflects Mastercard’s ongoing multisensory brand journey and its recent recognition as global audio brand of the year
Johannesburg, South Africa, 22 May 2020 – From an engaging Q&A session with sporting legend Bryan Habana tackling rugby related content, to a culinary class with celebrity Chef Reuben Riffel and an intimate acoustic sessions with Camila Cabello featuring new renditions of her hit music, Mastercard is partnering with its global ambassadors to craft unique experiences for at-home enjoyment. The company is taking its expertise in building physical events and bringing them online in a series of global and local Digital Priceless Experiences, at a time when connecting to our passions – like sports, culinary, music and the arts – is more important than ever.
“At Mastercard, through our long-established Priceless experiences platform, we have both an opportunity and a responsibility to continue connecting consumers with their passions,” said Raja Rajamannar, chief marketing and communications officer, Mastercard. “We are adapting our traditional sponsorships, leveraging our partnerships and creating new, digital ways of bringing once-in-a-lifetime moments into people’s homes.”
Experiences span the globe and passion areas, all featured on Mastercard’s experiential lifestyle hub Priceless.com. People can enjoy intimate acoustic musical performances, gameplay insights from the pros, private cooking lessons from celebrity chefs, training sessions with renowned fitness experts, behind-the-scenes tours of some of the world’s most famed destinations, and more. Visitors can also access additional exclusive content from celebrities, experts and ambassadors on the site.
“Mastercard has brought consumers closer to their passions for decades, and we are constantly adapting our approach to do this in relevant and meaningful ways. We will continue to evolve as a brand and develop our approach with the consumers at the heart of everything we do and bring value to cardholders,” said Beatrice Cornacchia, Senior Vice President Marketing and Communications, Mastercard Middle East & Africa.
Visitors can travel the global virtually and experience:
Sports: Global Mastercard rugby ambassador Bryan Habana will host virtual Priceless ‘question and answer’ sessions in conversation with sports legends like former Pakistan National Cricket Team Captain Wasim Akram and others. During these sessions, cardholders will have an opportunity to send through questions to Habana, who will select a few to pose to his friends. Other sporting experiences include improving your golf game with tops from pros including Ian Poulter, Justin Rose and Annika Sorenstam. If soccer is your game, get tips and lessons from players from across the globe including Canadian footballer Kadeisha Buchanan, Danish footballer Pernille Harder, Australian footballer Sam Kerr, Japanese footballer Saki Kumagai and French footballer Wendie Renard. Around the globe, future experiences will include those with Indian tennis legend Vijay Amritraj, New Zealand rugby legend Dan Carter, Norwegian footballer Ada Hegerberg, Japanese rugby star Michael Leitch, tennis star and two-time Grand Slam™ winner Naomi Osaka and English footballer Alex Scott
Culinary: Take a virtual cooking class with South African celebrity Chef Reuben Riffel and prepare one of his signature dishes under his guidance. Learn how to throw the ultimate online party from Sommelier Belinda Chang; turn your pantry staples into a gourmet meal with Chef Bryan Voltaggio; take a virtual cooking class with Michelin-starred chefs from across Europe through JRE-Jeunes Restaurateurs.
Lifestyle: For relaxation, join Pow!Tribe and Dlala Nje and experience Vinyasa Yoga through a virtual class, which allows the body to move seamlessly from one posture to another by focusing on intent and breathing work. This 60-minute session will start at a beginner’s level and progress every week to more challenging poses.
Music: Unwind during intimate, at-home acoustic sessions with GRAMMY Award® nominated singer/songwriter Camila Cabello sharing new renditions of her hit music, kicking off on May 27th.
Arts & Culture: Visit Spain’s Museo Nacional Thyssen-Bornemisza and learn the intricate stories behind some of the museum’s masterpieces; get a behind the scenes tour of some of the world’s most famed opera houses from Dubai to Sydney; or learn the basic fundamentals of circus arts from Cirque du Soleil performers in Canada.
Some experiences are livestreamed and available to the general public while others are reserved for Mastercard cardholders and partners. Most are currently available free of charge during this time. Digital Priceless Experiences are also available to Mastercard partners through API solutions. For more information on Digital Priceless Experiences, including replays of previous events or to participate in an upcoming experience, visit Priceless.com.*
What partners have to say:
Naomi Osaka: “Connecting with people all over the world is so important to me as I have friends, family and fans in so many countries. In a time when we’re finding motivation and inspiration in different places, it’s cool to be partnering with Mastercard off the court and share something from my home with others.”
Pernille Harder: “‘I’m excited to partner up with Mastercard in supporting a good cause and connect with cardholders around the world during these rather difficult times. It’s important that we share experiences and encourage each other to make the most of ourselves and the time we have at home.”
Sam Kerr: “Mastercard continues to connect with people all around the world even when they’ve been encouraged to stay at home. I’m thankful to be partnered with Mastercard.”
Alex Scott: “Right now is a difficult time for everyone and I’m hoping that by partnering with Mastercard I can provide people with some momentary relief and provide ways for them to connect to the things they love while needing to stay apart.”
Annika Sorenstam: “If you’re a cardholder, go to priceless.com and check out all the amazing experiences Mastercard is creating during these tough times. I’m excited to be part of such a great program.”
* Some experiences have limited space and require signing up on Priceless.com to secure your spot. Mastercard may substitute certain events in its discretion.
Priceless.com is Mastercard’s experiential lifestyle hub designed to inspire and create once in a lifetime moments to be shared with family and friends at home, online, and everywhere in between. Exclusive to Mastercard cardholders, its unique multicultural proposition allows people to connect closer to their passions, fuels their desires for continuous learning and discovery, and gives them the opportunity to gift experiences, enter sweepstakes, and participate in special auctions to benefit important causes. Inspired from over 40 destinations and accessible from 90+ countries, consumers can find dynamically curated experiences both physical and digital across culinary, sports, arts and culture, music, and more, as well as custom editorial content enabling them to Start Something Priceless.
Mastercard is a global technology company in the payments industry. Our mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. Our decency quotient, or DQ, drives our culture and everything we do inside and outside of our company. With connections across more than 210 countries and territories, we are building a sustainable world that unlocks priceless possibilities for all.
Mastercard Communications Contact:
Birgit Deibele – birgit.deibele@Mastercard.com
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