Mastercard has activated the La Colección Diez de Diez campaign with a live fan event in Miami.
10 selected cardholders were invited to Miami for a surprise jersey swap, where they were greeted by Lionel Messi.
Fans were selected for their community work connected to football, each receiving a signed, limited-edition jersey representing a pivotal moment in Messi’s career.
Mastercard is using the World Cup to activate its Priceless Experiences platform at scale, with community storytelling at the heart of its marketing strategy.
The campaign demonstrates how ambassador partnerships can be activated beyond traditional advertising.
All Mastercard cardholders can enter to win one of the jerseys at priceless.com/Messi until 21 June, with multiple jersey drops planned throughout 2026.
“Fútbol has given me so much on and off the pitch, and La Colección Diez de Diez is a tribute to the fans who have supported me throughout every chapter of my journey,” said Messi.
Mastercard has a 30-year history of football sponsorship. The 2026 World Cup provides an opportunity to activate at scale as part of a broader cardholder engagement strategy.