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.

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