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News October 27, 2015

MasterCard Partners with SFX to reach EDM audience‏

MasterCard and SFX Entertainment have announced a multi-year global partnership which will see the financial institution act as a technology partner for SFX events, in return for access to its 25-34-years-old EDM audience.

SFX will leverage MasterCard’s technologies for its digital and physical platforms including ticketing, retail, live events and social networking. Through its Priceless platform, MasterCard will also create surprise experiences for fans, starting this Autumn.

Raja Rajamannar, Chief Marketing Officer, MasterCard said, “No other generation of music fans has been more connected and mobile than the millions of EDM fans globally. MasterCard is in the unique position to tailor its Priceless platform and innovative technologies to enable fans to experience their passion in new and exciting ways. Partnering with SFX takes us to a new level as an experiential brand in the entertainment space. The tie-up builds on and strengthens our portfolio of world-class music sponsorships including Justin Timberlake, Beyoncé, the Grammys and the iHeartRadio Music Festival.”

In addition, MasterCard becomes the exclusive financial services sponsor for all of SFX’s platforms. SFX produces and promotes more than 1,600 events in 23 countries, including Stereosonic in Australia, Tomorrowland, Mysteryland in the Netherlands, New York, and Chile and the Sensation tour with upcoming stops in Dubai and Toronto. It also operates Beatport, the EDM site with 240,000 registered DJs.

Through a single sign-on solution powered by MasterCard, SFX fans will be able to book and access events, navigate venues, download content, order merchandise, manage their personal loyalty profile and interact with fellow community members – all in a simple and seamless way.

“SFX is truly a global organisation, engaging millennials on six continents through live events and 24/7, 365 digital experiences,” adds Robert F.X. Sillerman, Chairman and CEO of SFX Entertainment. “This transformational alliance with MasterCard will bring innovative technology solutions across the entire experience stream to our global portfolio of events and online properties, allowing for more seamless and personalized fan experiences all over the world.”

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