Mastercard celebrates rugby's passion
For the Rugby World Cup France 2023, Mastercard has created a unique, immersive experience to welcome international fans as soon as they arrive at Paris Airport.
As a major partner of the tournament, the brand has transformed terminal 2E at Paris-Charles de Gaulle airport into a veritable playground of emotions, offering travelers an unforgettable first contact with the sporting event of the year.
A rugby immersion at the airport
On arrival, visitors were greeted by a spectacular installation: six giant 2-metre high rugby balls, proudly displaying the Mastercard colours, stood at the heart of the baggage reclaim area. To complete the impactful display, 23 digital screens broadcasted the inspirational campaign “Quand la vie devient Rugby” (“When life becomes Rugby”), immersing fans in the excitement of the tournament.
A memorable experience for fans
This event-based campaign, which ran from 8 to 29 October 2023, left a lasting impression by creating a surprise effect and boosting enthusiasm for this world-class sporting event. This was Mastercard's way of asserting its commitment to rugby fans and celebrating the spirit of the game through a striking and unifying visual activation.
By combining innovation, visibility and commitment, the brand strengthened its premium positioning and its unique connection with fans.
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