It’s been yet another remarkable year for the live entertainment industry and 2024 is looking just as promising with artists such as Taylor Swift, Madonna, blink-182, Luke Combs and Luis Miguel going on the road. Live Nation and Mastercard announced today a multi-year global partnership that will give fans an opportunity to see their favorite acts with exclusive benefits for cardholding concertgoers in 19 countries.
The 100 million Mastercard cardholders across Asia and Europe will have access to presales, premium seats and VIP experiences via priceless.com. The concert perks are a welcome addition to an already diverse list of benefits that include ridesharing, food delivery and online shopping as well as access to Priceless Experiences for travel, culinary and more.
“At Mastercard, we’re constantly seeking new ways to enrich our cardholders’ lives, in moments big and small,” Raja Rajamannar, chief marketing and communications officer for Mastercard, said in a statement. “Like nothing else, music excites us, inspires us and unites us. In partnership with Live Nation, we’re delighted to bring our cardholders closer to their passion for music through this extraordinary set of benefits.”
Cardholders will have access to the new benefits beginning Jan. 1 in markets that include Australia, Belgium, Denmark, Finland, France, Japan, Ireland, Italy, Malaysia, Netherlands, New Zealand, Norway, Philippines, Singapore, Spain, Sweden, Taiwan, Thailand and the United Kingdom.
In addition to the benefits, cardholders will also be contributing to the Priceless Planet Coalition, an initiative that supports reforestation, with each purchase. Priceless Planet Coalition’s goal is to restore 100 million trees and take action to fight climate change.
“We’re thrilled to partner with Mastercard and help their cardholders experience their favorite artists like never before,” Live Nation Media and Sponsorship Global President Russell Wallach said in a statement. “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.”