Mastercard debuts new video “Giving Back” with Lionel Messi to kick off CONMEBOL Copa América 2024

The brand connected with Messi to lean into what the tournament means to him and how to inspire the next generation of footballers 

In ten short days, CONMEBOL Copa América 2024 will begin in the U.S., uniting fans from around the world. This marks Mastercard’s 30th year sponsoring South America’s leading football competition, bringing people closer to the game they love.  

To kick off the tournament, Mastercard launched its latest video, “Giving Back,” with Lionel Messi, the Argentinian football legend and a brand ambassador since 2018. Inspired by a real-life experience, Messi attempts to use his Mastercard at several small businesses, but each store owner refuses to accept his payment as a gesture of respect and to give back to him after all he’s done for football fans. 

“Mastercard and I share a belief in the importance of bringing people closer to their passions and connecting them to what brings them joy, because that’s priceless,” Messi says. “Just like in this campaign, we are always seeking ways to give back the support we receive.” He explores this further in an exclusive Q&A with Mastercard.

From small businesses to stadiums, Mastercard plays a critical role in enabling seamless and reliable experiences for fans throughout CONMEBOL Copa América — contributing to a more connected community. All 14 hosting stadiums will be completely contactless and cashless, bringing fans back to the game faster and making their payments more secure.  

In addition, Mastercard cardholders will be able to book a range of Priceless Experiences, from dining with a football legend to surprising a young footballer with the chance to be a Player Mascot, walking onto the pitch during the tournament.  

Cardholders can visit priceless.com to learn more and sign up.