Magazine article American Banker

MasterCard's Soccer Effort Kicks into Gear

Magazine article American Banker

MasterCard's Soccer Effort Kicks into Gear

Article excerpt

With the opening of the World Cup soccer tournament about five months away, MasterCard International is pulling out all the stops on its most important sports sponsorship to date.

New York-based MasterCard is especially keen on making its $15 million sponsorship a winner, as the games will be played in the United States for the first time and many visitors from other countries will be bringing various brands of cards and travelers checks.

MasterCard's Tie-Ins For Soccer Events

* World Cup merchandise collection

* MasterValues discount program

* Mall promotions and seminars in host cities

* 30-second television commercial

* Toll-free number for cardholder assistance and tournament information

This month, MasterCard begins a campaign to increase charge volume, provide incremental revenue for members, and generally generate World Cup excitement among cardholders.

Until April, MasterCard cardholders can order items from the card association's World Cup Soccer '94 Collection -- merchandise that will be promoted via monthly statement inserts. Some 160 financial institutions have already sent out 12 million inserts, said Mava K. Heffler, vice president of promotions for MasterCard.

Limited-Edition Medallions

The World Cup '94 Collection offers officially licensed soccer merchandise and apparel, including a limited-edition set of nine silver medallions representing the U.S. cities that will host the matches.

The medallions will be offered in 5,000 matched, numbered sets, and individually in quantities of 20,000 - for a total mintage of 25,000 apiece. The medallions sell for $34.99.

Other items, which range in price from $11.99 to $59.95, include a trading card set, collector pin set, soccer balls, sweatshirts, T-shirts, and hats.

When cardholders order, they become eligible to win a trip for two to a World Cup game. …

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