A priceless way to engage customers

WHEN it comes to sponsoring major sporting events around the world, Mastercard is leaving no stone unturned in its quest to stamp its mark on football, rugby and tennis, among other arenas.

Last month, the global payment services provider inked a three-year extension of its partnership with UEFA, European football's governing body, to continue as an official sponsor of the Champions League, the most prestigious club competition in Europe. Under this agreement, Mastercard will remain a partner of the annual tournament until 2021, extending a high-profile relationship that began in 1994.

Last October, Mastercard announced a tie-up with Cricket Australia to be its official payment provider, a deal that incorporated the recently-concluded Ashes series between Australia and England.