O
ver the past several years, MasterCard has transformed its sponsorship marketing platform from one with national and global sports properties to one with local sports, arts and entertainment properties all serving more localized marketing pushes — such as the Priceless Cities effort, now in 26 cities across the globe. Alison Giordano, a veteran of nearly 10 years at the brand, was a big part of the team making that transition, as MasterCard looked to move well beyond a simple branding message to one of consumer engagement and fan experience.
“Inside and outside of our industry, sponsorship activation has changed to put more emphasis on consumer benefits,” said Giordano, who wanted to be an ambassador when in college. Instead of being a statesman, she’s helping serve the needs of MasterCard’s cardholders, merchants and issuers, marshaling a portfolio that includes the PGA Tour, the New York Yankees, the Grammys, Jazz at Lincoln Center, and a Major League Baseball deal artfully integrated with the Stand Up To Cancer charity.
— Terry Lefton
“Alison is a leader in the industry, and we are fortunate for her work on our relationship with MasterCard. Her vision has helped drive the partnership between MasterCard, MLB and Stand Up To Cancer, which has not only driven their business, but done so much good.”
— Jacqueline Parkes | Chief marketing officer | MLB
