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Barclaycard has signed a four-year sponsorship deal with United Kingdom-based Global Radio, the latest move into music and concert marketing for the British credit card issuer. The deal gives Barclaycard a marketing presence at "relevant concerts and awards ceremonies," a Barclaycard spokesperson tells CardLine sister publication CardLine Global. Financial details were not disclosed. "Customers will also benefit from exclusive tickets, music updates, competitions and intimate gigs," the spokesperson says. Global Radio operates various radio stations in the UK, including Classic FM and Choice FM. The sponsorship deal follows last month's announcement of a four-year agreement under which the UK's Mercury Prize, a music award, becomes the Barclaycard Mercury Prize. Also in March, Barclaycard signed a concert-sponsorship deal with United States-based concert promoter Live Nation Inc. That campaign will enable Barclaycard to offer contactless payments at such UK music festivals as Hard Rock Calling, Download and Wireless. The issuer, an arm of Barclays PLC, last year embarked upon a campaign to encourage more use of contactless payment cards, a push that included not only a TV ad campaign but conversion of much of the issuer's card base to chip cards. Parent Barclays also is issuing contactless debit cards. It was unclear this week if the Global Radio deal would include a significant contactless component.
