Mastercard goes cashless at ski race, launches push for ‘Priceless’ moves

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Mastercard is teaming with SIX Payment Services to enable cashless payments at the Hahnenkamm, a top European ski race in Kitzbühel, Austria, to speed up service and eliminate lines.

The payments processor SIX, of Zurich, is supporting more than 80 mobile payment terminals temporarily placed throughout the ski resort and within the city’s center to let race spectators buy food and drinks and pay for tickets using a smartphone or a tablet, according to a Friday press release.

The collaboration includes support for Mastercard Fastlane, where visitors who purchased event tickets using a Mastercard or Maestro debit card may have expedited access to the spectator area and avoid paying the €1 deposit required for all beverage cups.

“At such a popular and large-scale event, it is very important to provide customers with seamless and efficient services, and cashless payment is an essential part of this,” Roger Niederer, SIX’s managing director for Austria, said in the release.

Separately, Mastercard kicked off a new marketing platform called “Start Something Priceless,” which it hopes will become a movement inspiring consumers take small actions to counter bias and cultural stigmas in society.

Mastercard will support the effort with public service messages to combat poverty and cancer plus a series of new videos, including one to be released next week in conjunction with the Grammy Awards highlighting musicians’ journeys to overcome bias and disability, according to a Thursday press release.

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