Extreme Sports owner plans student prepaid debit card

The Extreme Group, parent company of the Extreme Sports Channel, is to launch a prepaid debit card aimed at students and extreme sports enthusiasts.

Called Upfront, it will be part of the group’s Extreme Cred business, and backed by a multi-media marketing drive.

The “pay as you go” debit cards, where money is loaded onto plastic “upfront” is a fast-growing market. Earlier this year, EMAP courted controversy when it unveiled prepaid cards aimed at teenagers under its magazine brands (MW January 26).

Upfront, which works like a mobile phone top-up card, can be topped up with credit either online, at Post Offices or shops bearing the yellow PayPoint sign.

It is being launched with prepaid card specialist BlueCorner and Mastercard Maestro, and will be aimed at teenagers to those in their early 30s. Mark Kennedy, chief executive of BlueCorner parent group Affinity Cards, says cardholders will be offered brand specific benefits.

BlueCorner is also launching a prepaid card through wedding store Confetti, aimed at engaged couples wanting flexible wedding lists. It hopes to overcome the stigma of offering cash instead of presents. Couples make a one-off payment for the card, with donations made free.

It is also extending its partnership with EMAP by offering cards under the FHM magazine and TalkSport radio station brands.

⢠PrePay Technologies yesterday (Tuesday) launched the UK’s first charity prepaid card. The 360money card, issued through Maestro, supports charities including Samaritans, Mencap and Save The Children, and aims to raise &£2m in two years. PPT will donate a fixed amount to each customer’s selected participating charity when he or she opens an account.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here