Mastercard is deepening its connection with African football fans through the launch of its 2025 Africa Football Campaign, an initiative designed to bring the excitement of the UEFA Champions League closer to the continent than ever before.
Running from February to May 2025, the campaign spans five countries—South Africa, Kenya, Tanzania, Morocco, and Ghana—and is built around delivering “Priceless” experiences that blend world-class football with Africa’s rich cultural heritage.
As a long-standing sponsor of the UEFA Champions League, Mastercard is using its global platform to engage millions of African fans with curated experiences that celebrate the continent’s passion for the sport. The campaign includes exclusive UEFA Champions League viewing experiences tailored to local audiences, as well as luxury travel giveaways to iconic African destinations and interactive football-themed mall activations that offer instant prizes for Mastercard users.
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“Football is more than just a sport in Africa—it’s a shared language that unites people across borders and communities,” said Ahmed Abdel-Karim Hussein, Executive Vice President, Marketing and Communications, Mastercard EEMEA. “The 2025 Africa football campaign is our way of fuelling that connection by combining the thrill of the Champions League with African culture, tourism and storytelling.”
One of the campaign’s standout moments was the arrival of the UEFA Champions League Trophy in Morocco for the first time. Fans at Morocco Mall were treated to an up-close look at the iconic trophy, alongside interactive screen games, influencer-led engagements, and instant giveaways for those who used Mastercard via Google Pay or Apple Pay.
With over 400 million African fans tuning in to UEFA Champions League broadcasts annually, Mastercard’s campaign taps into the continent’s deep enthusiasm for football while reinforcing its investment in Africa’s future. The company’s approach merges global prestige with local pride, positioning Mastercard not just as a financial brand but as a cultural connector.
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