Mastercard and FAB launch Messi-themed rewards experience for UAE cardholders

Mastercard and First Abu Dhabi Bank (FAB) have partnered to offer UAE cardholders an exclusive football-themed rewards experience featuring Lionel Messi, combining digital engagement with access to memorabilia associated with the football star.

Through Mastercard’s priceless platform, selected FAB Mastercard cardholders took part in a gamified experience inspired by Messi, a Mastercard ambassador, with the opportunity to win exclusive memorabilia linked to the Argentine footballer.

The initiative reflects the growing role of personalized experiences and lifestyle benefits in customer rewards programs, particularly in markets where football and digital engagement have strong consumer appeal.

“At Mastercard, we believe the most meaningful rewards are those that connect people with their passions. Through our collaboration with FAB, we are bringing the excitement of football and the global appeal of Lionel Messi closer to cardholders in the UAE, creating exclusive experiences that turn everyday payments into priceless moments.

This reflects our commitment to delivering innovative, personalized experiences that strengthen customer engagement and make people’s passions part of their everyday lives,” said Gina Petersen-Skyrme, senior vice president and country manager for the UAE and Oman at Mastercard.

The collaboration builds on FAB’s Rewards Active Mastercard credit card proposition, which features Messi as part of its active-lifestyle positioning. The offering also includes an animated virtual credit card experience within FAB’s app, featuring the footballer and combining digital design with the bank’s card proposition.

The initiative draws on FAB Rewards, Mastercard’s global payments network, its sponsorship portfolio and the priceless platform to extend the traditional rewards model beyond loyalty points.

By offering exclusive access and experiences tied to cardholders’ interests, the partnership highlights how banks and payment providers are incorporating personalized engagement into their loyalty strategies.