Mastercard launches ”The Mastercard Collection” in Eastern Europe, the Middle East and Africa to provide distinctive experiences for cardholders
Mastercard announced the launch of The Mastercard Collection, a range of global benefits developed in the fields of food, entertainment and travel, in Eastern Europe, Middle East and Africa. These benefits are specifically designed for Mastercard “World” and “World Elite” and new “World Legend” cardholders, which represent the highest levels of credit cards in the company.
The Mastercard Collection is a perfect addition to the benefits and rewards programs offered by issuing banks, providing consumers with exclusive access to benefits tailored to their needs and interests, enabling them, friends and families to enjoy every moment.
“Through The Mastercard Collection and our global card portfolio, we're just offering benefits to create experiences that really matter to consumers,” said Prkrity Singh, First Deputy Payments for Eastern Europe, Middle East and Africa. Today, consumers don't just want access to benefits, they're looking for moments that last. Through this launch, we turn daily payments into exceptional opportunities, giving consumers exclusive access to diverse experiences in the fields of food, entertainment and travel.”
These features are designed to seamlessly match the lifestyle of cardholders both at home and on the go. It includes exclusive experiences in more than 45 exciting destinations, in addition to priority bookings in the best restaurants and special menus in places such as One&Only Zabiel with its restaurants such as Alya, Andalımen, Kyulinara and La Dam de Bik, in addition to restaurants such as Roca Istanbul, Zuma Istanbul, ePuro Dubai, Jussity Dubai, Alice Dubai, Mayabai Dubai and others.
The Mastercard Collection also offers first-class entertainment through a partnership with Life Nation, which has been expanded to include Eastern Europe, Middle East and Africa. Mastercard cardholders enjoy early access to tickets, premium seats, and VIP experiences for more than 75 concerts a year in the region and more than 2,500 events around the world.
The partnership includes access to world-class art concerts such as those in which artists such as the Lady Gaga, Cardi B, Vasco Rossi, One Replic, Doga Kat, Marion 5 and many others participate.
Ahmed Abdul Karim Hussein, Senior Deputy Marketing and Communications in the Eastern Europe, Middle East and Africa region, said: “At Mastercard, we believe in the power of connecting people and their interests. With our partners like Life Nation, we enrich consumers' experiences with selected features that meet their needs, allowing them to enjoy special moments.”
The launch of The Mastercard Collection is a new step based on company research that has revealed a major shift in consumer behavior: they prefer to interact and spend time and money on activities that bring them happiness and meet their emotional needs, such as shared experiences with people they care about.
Research has shown that nearly 75% of cardholders feel at their best when they explore their interests, such as exploring cuisine, arts and cultural exploration. Research suggests that these results apply especially to the highest-income 30%, who spend more than twice what the average cardholder spends.
The World Legend Mastercard is now available to banks in the region, and is scheduled to be officially launched for cardholders in the UAE, Saudi Arabia and Turkey in the fourth quarter of 2025, with a wider launch in the region later.