Mastercard has formed a multi-year partnership with live entertainment company Live Nation.
This partnership aims to provide exclusive benefits and VIP experiences for Mastercard cardholders in 19 geographies across Europe and Asia, beginning Jan. 1, the companies said in a Thursday (Nov. 2) press release.
Through this collaboration, Mastercard aims to connect over 100 million cardholders with access to concert presale tickets, premium seats, and VIP experiences through priceless.com, according to the release.
“At Mastercard, we’re constantly seeking new ways to enrich our cardholders’ lives, in moments big and small. Like nothing else, music excites us, inspires us and unites us,” Raja Rajamannar, chief marketing and communications officer at Mastercard, said in the release.
Russell Wallach, global president of Live Nation Media & Sponsorship, added: “Our partnership will not only create lifelong memories for Mastercard cardholders but also bring tremendous marketing support to artists and shows worldwide, fostering an enduring connection with audiences for many years to come.”
Through this partnership, Live Nation will empower cardholders to make a positive impact on the planet by providing opportunities to donate to restore a tree when they purchase concert tickets during certain Mastercard presale events, according to the press release.
These new benefits join those already available to Mastercard cardholders, including value offers around ridesharing, food delivery and online shopping, and access to experiences around travel, wellness and culinary, the release said.
Mastercard has also been a supporter of the music industry, sponsoring events and creating experiences that connect fans and artists, and launching an album through a collaboration centered on mentoring rising artists, per the release.
PYMNTS Intelligence has found that earning rewards drives more financially secure consumers to use credit cards.
Consumers with fewer credit options or those using credit less frequently are not that concerned about rewards and focus more on simply having access to credit to better manage their spending, according to “The Credit Economy: How Younger Consumers Make Credit Decisions,” a PYMNTS and i2c collaboration.
Mastercard’s partnership with Live Nation comes on the heels of the payment giant’s Oct. 5 announcements that it had teamed up with Peacock to add a streaming subscription offering and had expanded its earlier collaboration with Instacart to deliver additional cardholder perks.
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