Fuel Your Imagination

Mastercard fuses physical and digital experiences with Web3 focus

The brand is embracing gamification to offer consumers the opportunity to win tickets to the UEFA Champions League Final

Nicola Kemp

Editorial Director Creativebrief


Mastercard has launched a competition which will reward players for their football knowledge and crown football’s top trivia buff.

Throughout the 2023/24 UEFA Champions League tournament, Mastercard cardholders across France, Spain, Germany, the UK, Italy, the USA, Mexico, Colombia, Brazil and Argentina will be able to compete in a real-time football-focused quiz, answering such as ‘what was the highest scoring game’ to ‘what year did the first-ever Group Stage take place’ to be in with the chance of winning tickets to the final match.

The quizzes will kick off 30 minutes before the start of each Tuesday’s UEFA Champions League matches, starting on the 13th February. The final quiz will take place before the match final on the 1st June. 

Winners of each round will be rewarded with UEFA Champions League match tickets, and they’ll climb the competition leaderboard. The player sitting at the top of the leaderboard after the semi-final on 30 April will win the grand prize of tickets to the final at London’s Wembley Stadium.

Consumers will be able to access the competition by signing up to Priceless.com, where they can claim a unique Mastercard X UEFA Champions League branded NFT, which acts as the key to unlocking the quiz and its prizes.

Players will also be offered rewards for sharing their passion for football by referring friends, family and followers to join them in the competition. This includes a ‘Share the Love of Football’ digital token and ‘free kicks’ which will allow them to skip a question in the game. 

“As a UEFA Champions League partner of 30 years, we know first-hand the unwavering passion that football fans have for the game, so we’re excited to leverage our Web3 platform, Pass to Priceless, to put their passion and knowledge to the ultimate test,” explains Beatrice Cornacchia, Executive Vice President, Marketing and Communications, Europe.

She continues: “Through our football-focused trivia competition, we are bringing together the football community beyond the field, connecting them to priceless possibilities and celebrating the very best of the UEFA Champions League.”

The ‘Pass to Priceless’ platform aims to merge digital and physical experiences for consumers. The platform brings Mastercard's Web3 assets into a unified space.

Mastercard holders will be able to collect digital passes, in the form of NFTs, and be granted access to experiences that span Mastercard’s expansive sponsorship portfolio.

According to Mastercard ‘Pass to Priceless merges the power of physical and digital to bring cardholders closer to their passions like sports, entertainment, music and gastronomy and more.’ 

Mastercard has previously collaborated on exclusive co-branded NFTs with Major League Baseball and the Grammy Awards.

Related Tags

Digital web3/metaverse