Mastercard is known for sponsoring sporting events and providing ‘Priceless’ experiences (core brand philosophy) to its cardholders and customers through exclusive benefits
Mastercard has become Global Partner for the ICC Men’s Cricket World Cup 2023 to be held in India between 5 October and 19 November 2023.
Mastercard is known for sponsoring sporting events and providing ‘Priceless’ experiences to its cardholders and customers through exclusive benefits.
Last year in India, Mastercard acquired title sponsorship rights for all BCCI international matches (featuring both women and men) held on home grounds, domestic cricket tournaments like Irani Trophy, Duleep Trophy, and Ranji Trophy, and all junior cricket (Under 19 and Under 23) matches held in India.
Earlier in March this year, the brand became the presenting sponsor of the Delhi Golf Club Open for the second time.
In addition to the exclusive 24-hour pre-sale window, Mastercard cardholders will be able to avail a number of benefits. These opportunities include the chance to meet cricket legends, get up close to the Men’s Cricket World Cup trophy and experience access on match days.
Children of cardholders aged between 12-18 years will also have the chance to be a part of the flagbearer programme and there will be a wide range of offers for Mastercard cardholders on official ICC merchandise.
The company said, “Mastercard’s tie-up with the ICC highlights the brand’s commitment to cricket and adds to the global technology company’s international sports sponsorship portfolio which includes associations with the likes of UEFA Champions League and the PGA Tour.”
Most of the brands associate with sports properties to garner reach and brand building. For Mastercard, associating with sports properties is not just about branding, but about offering consumers a ‘Priceless experience’ which is the brand’s core philosophy.
For the record, ‘Priceless’ is Mastercard’s famous campaign that was launched in 1997. The campaign is based on the proposition that life’s enduring moments cannot be bought with money and therefore such moments are truly priceless. Since then, it has almost become the brand’s slogan “There are some things money can’t buy; for everything else, there’s Mastercard”.
ICC Chief Executive, Geoff Allardice, said, “We are delighted to announce Mastercard as a global partner for the ICC Men’s Cricket World Cup 2023, the pinnacle event of the one-day game. Mastercard brings its rich experience of sports partnerships to the table, and the ICC is looking forward to collaborating with a renowned global brand to bring many benefits to cricket lovers around the world.”
Chief Marketing and Communications Officer at Mastercard, Raja Rajamannar, said, “Cricket is a huge passion for millions of people across the globe, particularly in India and South Asia. We are excited to partner with the ICC for the 2023 ICC Men’s Cricket World Cup, allowing us to bring fans closer to their passion for the sport. We’re dedicated to connecting our customers, cardholders and all cricket enthusiasts to priceless possibilities throughout the tournament.”
