Mastercard believes in connecting people to their passions. As world-wide partner of the Rugby World Cup, it was essential for Mastercard to understand how to support the future fans of the game.

Mastercard and University of Bath, UK, invested in new academic research to support The Future of Rugby in March 2023.

Two findings from the academic research:

1. Whilst for some there is no replacing 70,000 roaring fans on matchday, rugby should explore avenues to reach new fans and increase inclusivity.

2. Rugby now has an opportunity to expand fan experiences, both in stadia but also in the community, bringing fans together through new technology.

Objective: Connect with the next generation of diverse rugby fans who feel alienated, by showcasing Priceless Rugby Moments that will help them truly engage in the sport.

At Rugby World Cup 2023 Mastercard created Live Original Soundtracks of every game. The Soundtrack told the story of the match through eclectic musicians; a masterful blend of beats, tastemakers, and emerging talent remixed with electrifying moments of the Official Rugby World Cup Commentary.

The Soundtracks were performed and produced in the Mastercard Sonic Studio during the 80 minutes of the match. The Sonic Studio had a dedicated team of sound designers, engineers, Recording Artists and Producer. Our Producer masterfully blended Mastercard Sonic Brand with the artists material together creating new beats at the pace of the game, sharing rugby passion in a new relevant style.

The Best Rugby Players in the World received their personalised Soundtrack, embedded inside a handcrafted personalised Trophy during broadcast. These heroic players became our media channel to the global rugby youth.

Strategically supporting diverse fans to access rugby became a mission, due to the cultural barrier of the sport.

This allowed us to build a multifaceted way for new fans to step into the live experience of the Rugby World Cup.

Music’s role in sport is hugely significant, building emotional connection and creating iconic memories, combined with its ability to build communities.

Gen Z uses music to dive deeper into culture and learn more about themselves, and the world around them, therefore, it was critical to bring eclectic music into our fan experience.

Mastercard’s Sonic Brand is essential as physical cards disappear; it is the transactional sound and sonic logo that speaks directly to the subconscious, keeping the brand relevant even without sight.

Our mission was to pioneer a way to share the Priceless feeling of rugby beyond the stadium, combining live sport, eclectic music, and the sonic brand.

The Soundtrack Trophy was gifted to the most outstanding player on the field, moments after the final whistle, in a format made to share. The Mastercard Player of the Match became our media channel to the global rugby youth.

We earned their attention and their trust:

$552.7K earned social media value.

229 million campaign views.

37 million impressions

Source: Social data Hookit, 2023.

2.3 million total earned media value for Mastercard across Rugby World Cup.

68.3 million social engagements for Mastercard across Rugby World Cup.

Source: GWI Global Q3 ’23

Mastercard’s brand metrics:

Driving a 49% uplift in Brand Affinity

+52% uplift in Brand Consideration

Building a 44% increase in Trust

Source: Bespoke GWI Research, 2023;

Mastercard created new beats at the pace of the game, sharing rugby passion in a new relevant style, inviting the next generation of fans in.