Mastercard to ramp up marketing around sponsorships

Mastercard is looking to ramp up marketing activity around its music and sport sponsorships this year as it looks to offer its customers more “unique” experiences.

Brit Award winner Lada GaGa

The company will use some of its sponsorship deals including the Rugby Union Word Cup, UEFA Champions League and the Brit Awards to showcase its products to customers.

The payment services firm is currently developing a through-the-line campaign to support its sponsorship of the 2011 Rugby World Cup in New Zealand.

It is also looking to leverage its sponsorship of the BRIT awards after signing a three-year extension earlier this month that allows Mastercard and its commercial partners to use the BRITS association outside the UK and Ireland for the first time.

The company will also offer promotions that use both its BRITS partnership and its sponsorship of the US music awards the Grammys.

Ben Rhodes, vice president of marketing at MasterCard UK and Ireland, says it will use its sponsorship properties to provide customers with “unique experiences”.

Mastercard is also looking to repeat ’The Big Lunch’ social cohesion initiative. The Big Lunch, which ran last July, aimed to get everyone in the UK to sit down for lunch with their neighbours.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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