Mastercard today launched its Access Pass platform in the United Arab Emirates, a new digital card service that lets issuers and brands add personalized perks, exclusive merchandise, and limited‑edition digital card art to existing debit, credit and prepaid cards. The first rollout partners are the McLaren Formula 1 Team and First Abu Dhabi Bank, giving FAB cardholders instant access to McLaren‑branded content, events and a 180 AED annual fee for the Pass.
The program can be activated through the FAB mobile app, instantly updating the card’s digital wallet and enabling cardholders to enjoy McLaren‑specific experiences without receiving a new physical card. The partnership extends beyond the launch: Mastercard will become the Official Naming Partner for the McLaren team from 2026, underscoring a long‑term commitment to sports‑and‑entertainment‑driven engagement.
Mastercard’s value‑added services segment has been a key growth engine, posting a 25% revenue increase in Q3 2025. The Access Pass is positioned to tap into that momentum by creating a new revenue stream from subscription fees and brand‑sponsored perks, while deepening cardholder loyalty and transaction frequency. The 180 AED annual fee is a modest cost that aligns with the premium experience offered to users.
The launch marks the beginning of a global strategy to expand Access Pass to additional partners and markets in 2026. By enabling issuers to bundle brand‑specific experiences without issuing new physical cards, Mastercard can scale the platform across regions and partner ecosystems, reinforcing its broader push toward digital payment personalization and targeting younger consumers who value exclusive, brand‑aligned rewards.
Management has highlighted the importance of this initiative. CEO Michael Miebach emphasized that the company’s focus on value‑added services is a core part of its growth strategy, noting that “our strong performance this quarter, with net revenue growth of 17% year‑over‑year, is driven by healthy consumer and business spending and continued robust performance of our differentiated services.” The Access Pass launch is a tangible example of that strategy in action.
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