Mastercard Launches “Access Pass” Platform to Support Banks and Partners with Innovative Digital Solutions
Mastercard has announced the launch of its new program, “Mastercard Access Pass,” aimed at empowering banks and partners to strengthen their customer relationships by offering personalized benefits and innovative digital experiences. The program represents a strategic step that aligns with growing customer demand for personalized services and exclusive content—particularly among younger generations who prefer digital services and passion-driven experiences.
A Program Offering Digital Benefits and Instant Experiences
The program provides exclusive benefits and digital designs that can be activated directly on all types of Mastercard cards—whether debit, credit, or prepaid—without the need to issue a new card. Customers can add the design to their digital wallets within minutes and start enjoying the benefits immediately after activation.
This approach marks an advanced step in enhancing customer experience, transforming traditional cards into a gateway for personalized experiences and exclusive content that reflects individual interests and passions. The program will gradually expand to include more partners and brands around the world.
Partnership with McLaren Formula 1 and First Abu Dhabi Bank
The first phase of the program launches in collaboration with the McLaren Formula 1 team and First Abu Dhabi Bank (FAB) in the United Arab Emirates. Through the “McLaren Racing Mastercard Pass,” FAB cardholders will receive:
- Limited-edition designs inspired by the McLaren team
- Membership in McLaren Plus
- Access to exclusive events and experiences
- Behind-the-scenes content from the world of racing
This collaboration follows Mastercard’s announcement that it will become the official naming partner of the McLaren team starting in 2026, strengthening the company’s presence in the sports and fan experience sector.
A Platform to Boost Customer Engagement and Loyalty
The program serves as a strategic tool for banks and brands to increase card usage and enhance customer loyalty by offering benefits aligned with customer interests—rather than relying solely on traditional rewards programs. Recent studies highlight a significant shift in customer behavior toward personalized experiences:
- Half of Gen Z customers prefer innovative digital payment methods
- 81% believe personalized services strengthen their relationship with their banks
- 70% are interested in passion-linked cards, and 67% expect stronger support for their interests from financial institutions
- More than one-third of Gen Alpha consider exclusive content a key reason to stay engaged in fan communities
This shift underscores the importance of delivering content and experiences that go beyond traditional banking to foster continuous engagement between customers and brands.
Statements from Mastercard and McLaren Executives
Jorn Lambert, Chief Product Officer at Mastercard, emphasized that sports play a key role in building emotional connections with audiences, noting that “Mastercard Access Pass” was designed to bring customers closer to their passions through seamless digital engagement.
Louise McEwen, Chief Marketing Officer at McLaren Racing, praised the program, stating that it offers McLaren fans a unique opportunity to get closer to the team and benefit from its partnership with Mastercard.
Next Steps
The “McLaren Racing Mastercard Pass” is currently available to First Abu Dhabi Bank cardholders in the UAE. Customers can register through the bank’s app to access the benefits immediately, along with the chance to win a trip to visit the McLaren Technology Centre. Mastercard will introduce additional designs and new benefits early next year as the program expands regionally and globally.
