Unlike Madonna and her cape, Mastercard’s brand sponsorship of the Brits looks to be the perfect partnership.

The BRIT Awards has recognised and celebrated the best in British and International music for over three decades. MasterCard state they are ‘proud to have been the headline sponsor for the last 17 years.’ This year’s ceremony took place at London’s O2 Arena and featured performances from famous artists, such as Taylor Swift, Sam Smith and Ed Sheeran.

Celebrating this long-standing sponsorship, MasterCard created unique ‘Priceless Surprises’ with an aim to bring cardholders closer than ever to their favourite artists. The Kaiser Chiefs went in search of some of the band’s biggest fans to reward two super fans with the ‘ultimate Priceless Surprise’.

MasterCard leveraged its association with music acts including the Kaiser Chiefs which kicked off The BRIT Awards last night, with Paloma Faith and other artists such as Usher and Mary J Blige featuring in the ad bumper idents with a competition to win ‘meet & greets’ with the stars.

Brand sponsorship is an effective way to gain widespread brand awareness. This form of communication appears to be on the rise despite its heavy price tag. Recently, Super Bowl Sunday scored a record high in advertising featuring the most expensive 30-second ads ever aired, costing around $4.5m. According to BBC News, TV ratings for NBC reached a record ‘114.4 million viewers’ and was the ‘most watched event in US television’. No wonder the world’s biggest brands line up every year to get involved.

MasterCard have introduced a more personal approach to connect with audiences, by offering a once in a lifetime experience, and express they’re a company who are true to what they represent and demonstrate the amazing opportunities you can get with MasterCard. By leveraging their brand sponsorship with a promotion through this popular music event, they were able to appeal to a much wider, younger, audience.

Here at The Behaviours Agency, we believe that having the right partner in brand sponsorship can really deliver results. Please get in touch if you would like to find out more about sponsorship opportunities.

Angie Dac

Account Executive