Mastercard Launches “The Mastercard Collection” to Redefine Premium Experiences Across EEMEA
Mastercard has announced the launch of “The Mastercard Collection,” a new portfolio of world-class benefits designed to elevate the lifestyles of cardholders across Eastern Europe, the Middle East, and Africa. The exclusive collection offers access to exceptional experiences in dining, entertainment, and travel, tailored specifically for holders of World, World Elite, and the newly introduced World Legend Mastercard—the company’s highest-tier card.
A World of Benefits Tailored for Everyday Moments
“The Mastercard Collection” enhances existing bank-issued rewards programs by delivering exclusive, personalized experiences that cater to consumers’ evolving passions and lifestyles—helping them, their friends, and families enjoy every moment.
> “With The Mastercard Collection and our global portfolio of cards, we go beyond offering benefits to create experiences that truly matter,” said Prakriti Singh, Senior Vice President, Consumer Products, Eastern Europe, Middle East, and Africa, Mastercard. “Today’s consumers seek not just access, but lasting memories. With this launch, we’re transforming everyday payments into extraordinary moments—unlocking exclusive experiences across dining, entertainment, and travel.”
Global Dining, Premium Access, and Unforgettable Travel
The collection seamlessly integrates into cardholders’ lifestyles—at home or abroad—featuring curated experiences in over 45 iconic destinations. Highlights include priority reservations and bespoke menus at some of the world’s finest restaurants such as One&Only Za’abeel’s Alia, Andaliman, Culinaria, and La Dame de Pic, along with top venues like Roka Istanbul, Zuma Istanbul, E Burro Dubai, Josette Dubai, Alici Dubai, and Maya Bay Dubai.
Beyond gastronomy, Mastercard has expanded its exclusive partnership with Live Nation across the region, offering cardholders early ticket access, premium seating, and VIP experiences for more than 75 live concerts annually in Eastern Europe, the Middle East, and Africa—and over 2,500 events globally.
This partnership extends access to global artists such as Lady Gaga, Cardi B, Vasco Rossi, OneRepublic, Doja Cat, and Maroon 5, among others—ensuring cardholders are closer than ever to the performances they love.
> “At Mastercard, we believe in the power of connection—linking people to what they’re passionate about,” said Ahmed Abdel Karim Hussein, Senior Vice President, Marketing and Communications, Eastern Europe, Middle East, and Africa, Mastercard. “Through partnerships like Live Nation, we enrich our cardholders’ lives with experiences that reflect their interests and create moments that truly matter.”
Consumer-Centric Design Backed by Insight
The launch builds on Mastercard’s recent research highlighting a global shift in consumer behavior: people increasingly prioritize experiences and emotional fulfillment over material possessions. Nearly 75% of cardholders report feeling their best when exploring personal interests such as culinary experiences, arts, and cultural discovery—particularly among the top 30% income segment, who spend more than twice as much as the average cardholder.
Availability and Access
The World Legend Mastercard is now available to issuing banks across the region and will be officially introduced to cardholders in the UAE, Saudi Arabia, and Turkey during Q4 2025, with broader rollout planned thereafter.