Mastercard has launched a new programme which allows issuers and partners to provide tailored experiences and exclusive perks for cardholders.

Mastercard Access Pass, which overlays digital designs and benefits onto existing debit, credit and prepaid cards, will debut with the McLaren Formula 1 Team and card holders at First Abu Dhabi Bank (FAB) in the UAE.

The payment provider said that cardholders can add unique card art to their existing digital wallet within minutes and instantly access special benefits.

The move will also give cardholders access to limited-edition card art, a McLaren Plus membership, events, experiences, and merchandise.

The programme, which will eventually be rolled out globally, will add additional partners and benefits as it expands.

Mastercard said that studies show an increased demand for personalised, passion-driven experiences, especially among younger people.

The company cited research from consulting company EY which found that around 80 per cent of Gen Z consumers believe that greater personalisation would deepen their relationship with their issuing bank.

According to its own research, Mastercard said that 70 per cent of consumers are interested in a payment card that rewards spending on “passions”.

“Sports unite us like nothing else – you might change your car or your home, but your team is forever,” said Jorn Lambert, chief product officer at Mastercard. “With Mastercard Access Pass, we’ve created a seamless digital gateway to the passions that matter most to our cardholders.”

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