Mastercard To Launch In-Seat Food App At ACC World Series Balllparks Offering Apple Pay MasterCard Renews PGA Tour Deal MasterCard Eyes Earlier Start To Champ League Final MasterCard Extends Deal For Palmer Tourney MasterCard Renews MLB Sponsorship MasterCard Launches New Golf Promo ESPN, MasterCard Team To Produce Soccer Docuseries MaterCard Gets Beijing Arena Naming Rights Marketplace Round-Up
SBD/6/Sponsorships Advertising Marketing
PELE'S INTERNATIONAL APPEAL PAYING DIVIDENDS FOR MASTERCARD
Published January 6, 1998
MasterCard will issue one million "special" Pele affinity cards "as part of its marketing blitz" for the '98 World Cup, according to Patrick Harverson of the FINANCIAL TIMES. MasterCard "declines to say how much it pays Pele, but his fee for this World Cup is estimated to be in excess of" $1.5M. The company claims Pele's appearances worldwide for MasterCard between '91-'94 generated four billion "media impressions" -- the total circulation and viewership of print articles and TV appearances (FINANCIAL TIMES, 12/22).