As race weekend roared into Montreal this month, Mastercard put its brand in the driver’s seat with its new “Putting Fans in Pole Position” initiative – a strategic extension of its long-running “Priceless” platform that deepened its partnership with the McLaren Formula 1 Team, reigning F1 Constructors’ Champions.

The program was more than a marketing stunt; it was a lifestyle play that reflected Mastercard’s larger strategy: to build emotional resonance through culture, experience and storytelling. In Montreal – the only Canadian stop on the calendar – those experiences came to life in a high-impact weekend of curated activations for media, influencers and fans alike, all designed to unlock Priceless moments that celebrated people’s passion for racing, culinary and entertainment. “Putting Fans in Pole Position” brought Mastercard cardholders closer to the things they care about most – transforming fandom into personal, unforgettable experiences.

“In a world where speed and innovation reign supreme, Mastercard and McLaren have joined forces, driven by the shared passions of precision and excellence,” says Shawna Miller, SVP, marketing and communications at Mastercard, Canada. “Together, we’re excited to leverage the momentum of the McLaren Formula 1 Team’s growing fanbase to drive impactful storytelling and deeper connections with consumers.”

Mastercard cardholders had an exclusive chance to come to the Ultimate McLaren Formula 1 Team Experience on priceless.com. Lucky winners enjoyed premium food and beverage offerings, including Passion and Optimism cocktails as a nod to Mastercard’s multisensory brand, while listening to an engaging Q&A with McLaren team driver, Lando Norris, followed by a meet and greet – bringing them closer to the heart of the high-speed action.

In addition, throughout the weekend, media and influencers were invited to participate in Priceless experiences, including a culinary experience with Montreal chef Chuck Hughes, the Mastercard McLaren Experience, tours of the McLaren Garage and the Mastercard VIP Experience at Cirque du Soleil. The weekend ended with select media being invited to watch the final qualifier and final race.

The activations weren’t just about priceless surprises – they were a key part of Mastercard’s business strategy, aiming to elevate brand preference and drive top-of-wallet status.

“These experiences are designed to immerse our cardholders in the vibrant world of speed racing while simultaneously connecting them to broader cultural touchpoints they cherish,” Miller explains. “This approach not only celebrates the multifaceted lifestyle of our consumers but also cements Mastercard as an essential part of their journey, crafting moments that are as diverse and dynamic as their passions.”

After all, motorsports is more than just a race. It’s a global lifestyle experience that aligns with Mastercard’s broader vision of uniting people through shared passions like travel, fashion, sports, entertainment and culture. Roughly 1.48 million viewers – tuned into last year’s Canadian Grand Prix, making it one of the most-watched races in Canadian history. That groundswell of interest gave Mastercard a clear straightaway when it comes to targeting fans with a high level of emotional investment.

Beyond the track, Mastercard amplified its presence across Montreal with a full-scale media rollout that included transit takeovers, airport signage and outdoor placements. The campaign was also scaled digitally through strategic paid media partnerships and influencer collaborations, offering behind-the-scenes access to the Mastercard-McLaren Formula 1 Team partnership and showcasing the Priceless experiences unfolding throughout race weekend.

According to Miller, the success of the effort will be measured primarily through reach and engagement. Mastercard is aiming to create emotional resonance with fans, turning access into advocacy. “We worked alongside media and content creators to amplify the experiences of race weekend to those who couldn’t be there physically,” she says. “Fans got a closer look at McLaren content shared and a behind-the-scenes look into exclusive Priceless experiences.”

And the global payments and technology company has no intention of stopping at the Montreal stop of the racing calendar. “Mastercard has many local and global partnerships that empower cardholders – whether through sports, culinary, travel or entertainment,” Miller explains. “Putting Fans in Pole Position doesn’t just stop at high-speed thrills. It unites the shared passions for precision and excellence and is the central theme that reinforces Mastercard’s commitment to enhancing cardholders’ experiences through exclusive opportunities. We’re dedicated to connecting people to their passions by unlocking Priceless experiences and empowering cardholders to transform their passions – that’s why Mastercard is offering more Priceless Experiences around the globe.”

Agency support on the ‘Putting Fans in Pole Position’ Canadian campaign was provided by McCann on creative, Weber Shandwick on PR, media buying by Carat and Octagon leading experiential.

To connect with your passions, visit priceless.com for experiences offered exclusively for Mastercard cardholders.