Mastercard has launched its 2025 Union of European Football Associations (UEFA) Africa campaign that will connect millions of African fans to the magic of the UEFA Champions League through locally resonant and unforgettable Priceless experiences.
Running from February to May 2025, the campaign celebrates football as a universal passion across the continent, offering MasterCard cardholders in Kenya, South Africa, Tanzania, Morocco, and Ghana exclusive access to extraordinary UEFA Champions League moments, including luxury travel, immersive activations, and unique engagement opportunities.
“At Mastercard, we understand that the connection to football goes far beyond the pitch for millions of fans across Africa – it’s a shared language that unites communities and ignites passions across the continent,” said Ahmed Abdel-Karim Hussein, Executive Vice President, Marketing and Communications, Mastercard EEMEA.
Hussein added that the 2025 Africa football campaign is committed to fueling this bond by connecting communities to the UEFA Champions League with unforgettable experiences that blend football, culture and the spirit of African tourism.
Throughout the campaign, cardholders will be in the running to win all-expenses-paid trips to iconic African destinations, attend exclusive viewing parties, and experience football-themed mall activations that reward them in real time. Each experience is tailored to reflect the vibrancy, diversity, and pride of African football culture.
With more than 400 million African fans tuning into UEFA Champions League matches annually, Mastercard’s campaign taps into this immense passion, using football as a platform to create connections that go beyond transactions.
This initiative is part of Mastercard’s long-standing partnership with UEFA – one that spans over 30 years – and showcases how global collaborations can be localized to spark joy and unity through the beautiful game.
“Through this campaign, Mastercard is not just enhancing brand visibility across key African markets; it is reinforcing its commitment to the continent’s growth, using football to foster deeper community ties, celebrate cultural pride, and deliver truly Priceless experience,” Hussein noted.
In a landmark moment for Moroccan football enthusiasts, Mastercard brought the UEFA Champions League Trophy to Morocco for the first time, with a showcase at Morocco Mall in March.
Thousands of fans gathered to witness football history up close, participating in interactive games, reliving iconic UEFA moments, and enjoying instant rewards for transactions made using Mastercard with Google Pay or Apple Pay.
By Wesley Omondi and Seif Ndung’u
