Mastercard is rolling out “The Mastercard Collection,” a new bundle of benefits for its wealthiest customers in the Eastern Europe, Middle East, and Africa (EEMEA) region. This isn’t just for its existing premium cards; the company is also introducing a new, even more exclusive credit card tier called “World Legend” and “World Legend Exclusive.”
This “Collection” is essentially a package of dining, travel, and entertainment perks that issuing banks can add on top of their own rewards programs for their “World,” “World Elite,” and new “World Legend” cardholders.
In short, Mastercard is segmenting its premium market even further to capture more high-end spending. Prakriti Singh, an executive vice president at Mastercard, framed it as going “beyond benefits to create experiences that truly matter,” stating that “consumers today don’t just want access to benefits; they want moments that make memories.”
So, what’s actually in the new “Collection”?
The benefits are focused on three main categories:
- Dining: This includes “priority reservations” and special menus at a list of high-end restaurants, primarily in Dubai and Istanbul. The list features venues at One and Only Zabeel (like Aelia, Andaliman, and La Dame de Pic), as well as Roka Istanbul, Zuma Istanbul, Il Borro Dubai, Josette Dubai, and MAYABAY Dubai.
- Entertainment: Mastercard is expanding its partnership with Live Nation into the EEMEA region. This will give cardholders access to pre-sale tickets, premium seating, and VIP experiences for over 75 concerts per year in the region and more than 2,500 events worldwide.
- Travel: Cardholders get complimentary access to 1,350 airport lounges globally, along with standard discounts on dining, retail, and spas within airport terminals. The most specific perk is a “Mastercard-exclusive fast-track security lane” at Istanbul Airport. The company says cardholders also get access to 190 other fast-track lanes at over 30 airports worldwide.
Why is this happening?
Mastercard is pointing to its own 2024 research, which, unsurprisingly, supports this move. The company says consumers are in a “powerful paradigm shift,” prioritizing “connection” and “experiences.”
More critically, the research shows that the top 30% of earners spend more than double the amount of the average cardholder. This new, more exclusive card tier and benefit package is a clear strategy to keep that high-volume spending on Mastercard’s network.
“At Mastercard, we believe in the power of connecting people to their passions,” said Ahmed Abdel-Karim Hussein, another Mastercard executive, specifically tying the Live Nation partnership to “unlocking priceless moments.”
Availability
The new “World Legend” card tier is available to banks in the region starting today. For consumers, the cards are set to debut in the UAE, Saudi Arabia, and Türkiye in the fourth quarter of 2025, with a broader regional rollout to follow.
Cardholders with eligible “World” portfolios can browse and book the new experiences through a dedicated website: priceless.com/themastercardcollection.
