Many credit card issuers are creating a range of unique and exclusive cardholder experiences to attract the best customers.
The formula seems to be: Top access equals top customers willing to pay high annual fees for cards with rich benefits.
Recently, we’ve seen card issuers offer their top customers pre-sale tickets to world-class sporting events, sold-out concert series, and more.
While Mastercard has launched a priceless platform of curated experiences since 1997, the program continues to evolve and introduce new, exciting partnerships and even rarer products through the Mastercard Collection for those with World Mastercard, World Elite Mastercard and the relatively new World Legend Mastercard product line, which includes Citi Strata Elite℠ Card (See Rates and Fees).
This past weekend in Los Angeles, Mastercard invited me to attend the 2026 Grammy Awards to try out some of these perks for myself and get a sneak peek at the concert sweepstakes Mastercard just announced today.
Noah Kahan Sweepstakes and Tour
Why the Grammy Awards? Last night, Mastercard co-produced and premiered the music video for “The Great Divide,” the latest song from two-time Grammy nominee and multi-platinum artist Noah Kahan, during a commercial break at the 68th Annual Grammy Awards in Los Angeles.
Today, Mastercard launched a fun new sweepstakes bringing Kahan’s live music to cardholders across the country.
Sweepstakes
Mastercard holders can watch the “The Great Divide” music video and try to find Easter eggs within it for a chance to win a number of prizes:
- Prior to the debut of Kahane’s new album, one grand prize winner and a guest will be invited to a listening party with Kahane himself.
- Three first prize winners plus one guest will enjoy a specific priceless experience from the Mastercard collection involving Kahane and his travels.
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After watching the music video, create your own video or photo based on the clues you found and post it to your Instagram or TikTok account, adding the hashtag “#MastercardNoahSweepstakes” in the title.
Only one submission per cardholder is allowed, no purchase required. Sweepstakes ends February 11th.
Priority and VIP tickets
As a sponsor of Kahane’s “The Great Divide” tour across the U.S. and Canada this summer, Mastercard will also offer World Elite and World Legends Mastercard holders exclusive tickets to see him perform starting February 12.
The tour kicked off in Orlando on June 11 and traveled west across the country, stopping in major cities such as Philadelphia, Chicago and Dallas before concluding in Seattle on August 30.
Priority tickets will be premium seating around the auxiliary stage close to the show at key times of the show. VIP tickets, meanwhile, will include access to the auxiliary stage and dedicated VIP entrance to the venue.
So if you love Kahane’s music and are considering following him on tour, it’s time to open your wallet and see if you have an eligible card that will give you access to these exclusives.
Mastercard Series Offers
In the days leading up to the Grammys, I also took advantage of a few other perks from the Mastercard family that, I admit, I’ve been sitting around in my own credit card portfolio lately.
One night I had dinner with some members of the media and influencers at Mother Wolf, one of the busiest, celebrity-frequented restaurants in the city (seriously, the last time I was there, I saw Melissa McCarthy and her husband Ben Falcone dining with Octavia Spencer!).
The Italian restaurant is a priceless dining partner of the World Mastercard, World Elite and World Legends card series, giving priority access to hard-to-score tables. And, trust me, you’ll want to get a table here just to enjoy the bubbly pizzas and handmade pastas like earthy fusilli with wild boar sauce.
Another day I enjoyed a priceless experience available to all Mastercard holders in Hume. This is a chic wellness center in Venice, California, with several floors filled with fitness equipment. A hot yoga studio; spacious locker rooms complete with saunas, steam rooms, and gorgeous cold tubs; and even a rooftop cafe where members can relax after a workout. Mostly Los Angeles? It even has its own valet parking.
The packages I participated in included:
- Full-day access to facilities including fitness equipment and recovery lounge with Theragun massager and leg compression boots
- Comprehensive tour and personalized consultation with Hume Wellness Director
- Free drinks in the cafe
- Dedicated lockers with water and electrolyte bags
- 50-minute exercise class or recovery treatment including yoga, Pilates, sound bath, deep tissue massage and use of a full-body compression garment or hyperbaric chamber
I spent the afternoon there, enjoying a quick workout, then a relaxing steam and shower using Osea seaweed spa products (Hume’s current skincare partner), followed by a restorative hyperbaric oxygen treatment, which left me feeling relaxed and refreshed for the Grammys the next day.
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Eric Rosen/Point Guard
At $130, the package may seem expensive, but considering it includes fitness classes that might cost $30 to $50 at other gyms, plus spa treatments worth hundreds of dollars, it seems like a good deal. What’s more, you just need to be a Mastercard holder to take advantage of it – you don’t even need a Premium Mastercard.
bottom line
Competition for high-end cardholders is fierce these days, with card issuers vying for the highest net worth customers and offering flashy perks like lounge access and tons of value-added bill points.
But even those with mid-range cards can still enjoy perks like Mastercard’s priceless products, allowing you to participate in activities and experiences you might not otherwise be able to enjoy.
I took advantage of Mastercard’s Priceless Cards and Mastercard Collection offers while traveling around my hometown of Los Angeles, which made me reexamine the cards in my wallet and the perks they offer so I can take advantage of them more than I already have.
