Mastercard has announced a strategic collaboration with EVA Live to roll out over 20 premium live music and entertainment events across India from October to December 2025. This marks Mastercard’s first performing arts sponsorship asset in South Asia, giving cardholders exclusive access to global music sensations including Enrique Iglesias, A.R. Rahman, and DJ Tiësto.
The series kicks off on October 30 in Mumbai, with Mastercard users benefiting from early ticket access, special discounts, artist meet-and-greets, and entry to Priceless Experiences lounges. Tickets are available globally to all Mastercard credit, debit, and prepaid cardholders. Exclusive music benefits and experiences available at www.priceless.com/music.
This collaboration is expected to significantly influence emerging markets such as Guwahati, where a growing youth population and rising disposable income have spurred demand for premium entertainment experiences. With increasing exposure to global music trends, Guwahati is fast becoming a key market for live international events and could be a viable location for future concert stops. Mastercard’s Gautam Aggarwal highlighted the initiative as a powerful brand engagement tool that taps into India’s cultural love for music. EVA Live’s Deepak Chaudhary said the partnership will elevate India’s live entertainment ecosystem while creating unforgettable fan moments. More legendary acts are yet to be announced.
