MasterCard inks sponsorship deal with Disney in Europe. The Walt Disney Company, Euro Disney Associés S.C.A. and MasterCard announced today a six-year strategic corporate alliance across Europe, Middle East, Africa, Russia & CIS.
The agreements make MasterCard the official partner in the payment services category of The Walt Disney Company EMEA & Russia and of Euro Disney Associés C.S.A.. As a result, this provides MasterCard with opportunities to create and deliver unique promotional opportunities for its cardholders across the breadth of Disney including motion pictures and the more than 100 Disney Stores across the region and in Disneyland Paris, Europe's number one tourist destination. This is the first pan-European family entertainment sponsorship platform for MasterCard, a recognised sponsor of such sports as Football and Golf. Underscored by MasterCard's priceless marketing philosophy, this new marketing asset is designed to speak specifically to MasterCard's cardholder.
Amex shells out EUR496m on Loyalty Partner. American Express has agreed the EUR496 million acquisition of Loyalty Partner, a marketing services outfit operating programmes in Germany, Poland and India.
The deal - set to close in the first quarter subject to regulatory approval - consists of EUR425 million in cash up front and an extra EUR71 million equity interest that will be held by Loyalty Partner's management. Amex will then acquire that interest over the next five years at a value based on business performance. Loyalty Partner's coalition programme sees loyalty cards distributed to millions of people who can earn points and get discounts and benefits at thousands of merchant partner locations. U.K. outstrips U.S. in mobile coupon use. Over three quarters of the 2,000 consumers surveyed use coupons when shopping, and more British shoppers have used mobile coupons than their American counterparts - 29% vs. 15%.
However, these figures are destined to rise as 71% of British and 42% of American consumers expressed an interest in having coupons delivered to their mobile handsets. The coupon has shaken of any stigma attached to its use, perhaps in part due to the convenience of electronic and mobile formats. While only 1.5% of all coupons are currently distributed digitally, redemption rates are impressive at around 10-15% compared to an overall 1.2%. However, some mobile couponing firms, such as eNowIt, boast of mobile coupon redemption rates as high as 25%. "This success drives a lot of repeat business but it is surprising that more companies are not yet embracing this medium.