In a bold move that amplifies its presence beyond financial services, Mastercard has struck a strategic partnership with EVA Live, positioning itself at the heart of India’s vibrant performing arts scene. The collaboration, which marks Mastercard’s debut in the performing arts sponsorship sector across South Asia, will deliver over 20 live music shows throughout India from October to December 2025, reflecting a significant expansion of the company’s brand engagement strategy.
The concert series will launch on October 30, 2025, in Mumbai with global superstar Enrique Iglesias, who returns to Indian stages after a 13-year absence. The lineup features an impressive roster of talent including Oscar-winning composer A.R. Rahman and world-famous DJ Tiësto, showcasing diverse musical styles from Bollywood and classical to electronic and international pop performances. Organizers have emphasized the importance of thorough soundchecking to ensure seamless performances across the diverse venue types throughout India.
For Mastercard cardholders, the partnership offers substantial exclusive benefits beyond standard entertainment. Customers will enjoy early ticket access during presales, discounts, artist meet-and-greet opportunities, and entry to premium Mastercard-branded lounges at venues. These cultural renaissance efforts align perfectly with India’s surging entertainment landscape. The company plans to engage fans through consistent content across social media platforms, building anticipation for each performance while strengthening their brand story. These privileges extend to cardholders across India, Sri Lanka, Bangladesh, and international travelers, with additional experiences available through Mastercard’s Priceless.com/music platform.
The strategic collaboration grants Mastercard exclusive sponsorship and payment rights in the performing arts category across three South Asian countries. By leveraging EVA Live’s expertise in Indian music production, Mastercard aims to elevate the quality and scale of live performances while deepening emotional connections with consumers through what the company describes as the “passion economy.”
This entertainment-focused initiative represents Mastercard’s recognition that customer loyalty increasingly depends on delivering meaningful cultural experiences rather than traditional financial services alone. The concerts will span multiple Indian cities, promising vibrant cultural celebrations that unite diverse audiences through the universal language of music while establishing Mastercard as a significant player in South Asia’s entertainment landscape. According to Gautam Aggarwal, this initiative reflects the significant role music plays in Indian culture.
