MasterCard Inc. has signed a six-year sponsorship deal with Walt Disney Co. and Euro Disney Associates S.C.A. to create marketing opportunities and do card-related promotions in Europe.
The deal, announced by MasterCard on Jan. 11, is to feature the card brand's "Priceless" message and will also involve giving cardholders discounts on entrance-fee packages for Disneyland Paris. It may offer cardholders a behind-the-scenes look at Sleeping Beauty's castle in the Euro Disney park, said Paul Meulendijk, MasterCard's vice president and head of sponsorship in Europe.
The deal illustrates that MasterCard, which has many sports-related sponsorships such as this year's Rugby World Cup and European soccer leagues, is venturing into other entertainment areas, Meulendijk said.
"Our portfolio has always been focused on sports, but if you look at audiences around the world, there are people who are less interested in sports and more focused on entertainment," he said.
"My conviction is that there are wider audiences to address to build a balanced portfolio," he said.
Card companies' pursuit of nonsport sponsorships is long overdue, said Megan Bramlette, group director at Auriemma Consulting.
"The fact that the market has been pretty focused on sports could just be a function of sports organizations and events being very organized when it comes to sponsorships," she said.
"It's easier, and there are a lot of places to spend your [marketing] money," Bramlette said. "But a lot of people don't care about sports."
