Mastercard plans multiple events for UEFA Champions League final

Mastercard will be activating its sponsorship of the UEFA Champions League final in a number of ways, the brand has told Event.

Mastercard will be activating around the UEFA Champions League final in May
Mastercard will be activating around the UEFA Champions League final in May

These will include fan zones on site, as well as ‘priceless surprises’ - one-off events or stunts that are designed to engage the consumer, and stem from the brand's now 18-year old Priceless campaign. 

While exact details of the experiences remain under wraps, Beatrice Cornacchia, head of consumer marketing Europe at Mastercard explained the activity will be multi-tiered.

"We want to connect fans to a number of Priceless possibilities throughout the city, surprising them from the moment they arrive, right up to the game itself.

"With Priceless, we know that experiences matter more than things, so getting fans closer to the beautiful game is how we intend to bring our sponsorship to life," she said. 

The sporting event is taking place on 28 May at San Siro stadium in Milan.

Earlier this month Cornacchia delivered a presentation at The View from The Shard, which delved into the brand's approach to events and live experiences. 

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