Mastercard Signs Up As Rugby World Cup Sponsor
MasterCard has signed a major multi-million pound sponsorship deal to become a worldwide partner of the Rugby World Cup in New Zealand in 2011, replacing previous credit card sponsor VISA.
The deal effectively makes it a straight swap between the two brands with VISA taking MasterCard’s place as a top-tier sponsor of the football World Cup through a controversial deal with governing body FIFA and MasterCard signing up with the flagship rugby tournament.
MasterCard successfully won out of court compensation over FIFA’s deal with VISA with the credit card brand claiming that the football governing body had ignored the clause in MasterCard’s contract which gave it first refusal on a renewal contract.
The deal with Rugby World Cup Limited sees MasterCard become the preferred card and the official payment system for the 2011 tournament.
As a worldwide partner for Rugby World Cup 2011, MasterCard is granted a significant package of worldwide rights, including the right to use the RWC 2011 marks and designations in promotional tie-ins with participating merchants, in advertising and point-of-sale materials, on packaging and on premium items or materials.
It also allows MasterCard to offer event access and exclusive hospitality to its members, merchants and card holders.
The Rugby World Cup commercial programme will incorporate six global partners with MasterCard becoming the second brand to sign up, joining Emirates Airline, with a third partner to be announced in the near future.
