Mastercard Expands 'Team Priceless' as It Merges Entertainment, Experience, and Sustainability
Oct/30/2025
Mastercard has filed a U.S. trademark for 'Team Priceless', covering event planning, sponsorship of sporting and cultural activities, celebrity appearances, and hospitality programs linked to music, travel, and dining. The filing builds on the company’s long-running "Priceless" campaign, extending it into experiential and entertainment ecosystems that blend lifestyle branding with global engagement. The move coincides with the expansion of Mastercard’s Start Path program, which recently welcomed fintechs developing AI-driven credit tools, circular commerce platforms, and sustainable payment systems. With over 3.5 billion cards in circulation and a vast merchant network, Mastercard is positioning itself not merely as a payments company, but as a cultural curator and sustainability catalyst, fusing financial innovation with environmental and social impact. Following visualization shows profiles of fintech startups forming part of Mastercard’s new Start Path cohort.
