MasterCard has launched the Priceless Toronto Zone, an interactive digital experience for sports fans, at the Air Canada Centre in Toronto.
The Zone is outfitted with two large flex screens, an eight-panel video wall and a 65-inch touchscreen. It enables fans to catch behind the scenes moments, have "priceless" MasterCard experiences, and buy sports memorabilia, whether they are attending a game or not.
Located outside Gate 1 of Air Canada Centre, the Priceless Toronto Zone builds on MasterCard's long-standing exclusive partnership with the Toronto Maple Leafs, Toronto Raptors and Toronto FC sports teams. MasterCard says the installation, which is the first of its kind in Canada, is designed to introduce fans to the future of shopping.
The multichannel experience will allow fans to browse and purchase from a selection of limited edition of "bobbleheads" of Maple Leaf players. Offered exclusively to Canadian MasterCard cardholders and MasterPass account-holders, the figures will sell for C$15.99 (US$14.22). All net proceeds are being donated to the MLSE Foundation, which aims to improve the lives of youth by building facilities, giving to sustainable programs and empowering youth through sports and recreation.
"With MLSE, we've launched the MasterCard Priceless Toronto Zone to give fans the ability to interact with content and even use their mobile phone to purchase exclusive keepsakes," Milos Vranesevic, VP and head of marketing at MasterCard Canada, said in a statement. "We think that's a priceless score for fans."
MasterCard also announced that contactless tap-and-go payments technology has been installed at the Air Canada Centre's food-and-beverage concession stands.
MasterPass is a digital platform developed by MasterCard that allows users to pay online or at the point of sale with cards stored in their electronic wallet.