Leveraging the restart of the tournament, February saw UEFA partner Mastercard launch a UEFA Champions League Web 3.0-based trivia game offering fans a chance to win tickets to this season’s London final.
Fans can collect ‘Mastercard X UEFA Champions League’ branded digital passes via the newly introduced pass to priceless platform and the payments giant will reward fans with match tickets and VIP experience for the 1 June Final at Wembley Stadium
This contest led activation aims to drive fan engagement and awareness of the company’s new ‘pass to priceless’ platform which unifies its Web 3.0 assets in a unified place. In fact, customers are invited to collect NFTs to access experiences across Mastercard’s sponsorship portfolio.
The branded real-time football-based quiz is open to card holders in select football powerhouse countries Argentina, Brazil, Colombia, France, Germany, Italy, Mexico, Spain, UK and the USA. A Non-Fungible Token (NFT) acts as a ‘key’ to unlock the quiz and any prizes won and the winners of each round will scoop match tickets and a place on the leaderboard. The overall winner of final tickets will be unveiled after the UCL semi-finals on 30 April.
Trivia questions will text fans’ UCL football knowledge: from own goals and penalty shootouts, to the largest margin of match victory in an effort to ‘crown football trivia’s G.O.A.T’. Each quiz will kick-off 30 minutes before the start of each UCL round of Tuesday fixtures starting from 13 February with the last one taking place right before the final match on 01 June.
Players will also be offered rewards for sharing their passion for football by referring friends, family and followers to join them in the competition. This includes a ‘Share the Love of Football’ digital token and ‘free kicks’ which will allow them to skip a question in the game.
Fans can register and/or find out more information at https://connect.priceless.com/ucl
“As a UEFA Champions League partner of 30 years, we know first-hand the unwavering passion that football fans have for the game, so we’re excited to leverage our Web3 platform, pass to priceless, to put their passion and knowledge to the ultimate test,” said Mastercard Executive Vice President, Marketing and Communications (Europe) Beatrice Cornacchia. “Through our football-focused trivia competition, we are bringing together the football community beyond the field, connecting them to priceless possibilities and celebrating the very best of the UEFA Champions League.”
Payments behemoth Mastercard has been a partner of Europe’s premiere club soccer tournament since 1994 and this UCL trivia activation continues the ongoing sports and sponsorship activation trend for merging digital and physical experiences and is part of a new brand platform called ‘Pass to Priceless’ which brings Mastercard’s Web3 assets into a unified space.
The platform merges the power of physical and digital to bring cardholders closer to their passions like sports, entertainment, music and gastronomy and more.
It also aims to re-emphasize that Mastercard remains at the forefront of harnessing new technologies to enhance the consumer experience and follows in the footsteps of previous brand initiatives like the ‘Mastercard Artist Accelerator’ and its collaborations on exclusive co-branded NFTs with sports rights holders such as Major League Baseball.