Mastercard has announced the expansion of its globally-renowned Priceless platform in the market to bring people in Egypt closer to their passions.
As part of the rollout, Amir Eid, lead singer of Cairokee, and Mayar Sherif, the highest ranked Egyptian woman in tennis history, will join the Mastercard family as its first Egyptian brand ambassadors and be featured in Mastercard’s first fully-integrated local Priceless campaign.
Priceless is a platform that connects people across the world with their passions, including sports and music, and offers consumers a wide range of unique and exclusive experiences, some tied to Mastercard’s celebrated roster of event sponsorships and ambassadors.
The extension of the Priceless platform in Egypt builds on Mastercard’s longstanding presence in the market, and sees the introduction of Mayar and Amir as the first Egyptians to join Mastercard’s global slate of iconic ambassadors and role models. The new campaign is designed to engage with Egyptian consumers through exciting and locally-relevant content across media channels.
“Our Priceless platform lies at the heart of our business and has been our way of connecting people to their passions for nearly 25 years. As Mastercard keeps evolving as a brand, we remain steadfast in our commitment to the markets we operate in and the communities we serve. We are delighted to deepen our connection with the people of Egypt as we expand our Priceless platform in meaningful ways to not only showcase Egyptian talent to the world, but to also offer people the opportunity to Start Something Priceless. We are excited to welcome Mayar and Amir to the Mastercard family and look forward to many Priceless milestones as we continue to invest in this dynamic market,” said Mustapha Kassem, Vice President, Marketing and Communications, Middle East & North Africa, Mastercard.
“Tapping into your passions not only makes you feel fulfilled, it also drives you to find the motivation and inspiration to exceed your limits. I’m excited to be part of such a fantastic program and bring people exciting, once-in-a-lifetime experiences through my passion for tennis,” said Mayar Sherif.
“Now, more than ever, we feel grateful for the opportunity to reconnect with one another, share special moments, and follow our dreams. I’m excited to join the Mastercard family as we look to connect people to priceless possibilities,” shared Amir Eid.
Mastercard continues to bring people closer to their passions through its range of sponsorships including Roland-Garros, UEFA Champions League, BRIT Awards and the Dubai Jazz Festival. Aligned to its commitment of engaging with cardholders through immersive experiences, the global payment technology leader has further undergone a multi-sensory brand evolution. Most recently, Mastercard introduced its sonic identity, which saw the company being named Best Audio Brand for 2020 by Amp.