HSBC Singapore has announced the launch of its entertainment and lifestyle platform for its Premier Mastercard customers, which the bank touts as a “one-stop destination” for entertainment experiences across Southeast Asia and the UK.
The new platform is targeted at HSBC’s Premier Mastercard customers, who each have a minimum total relationship balance (TRB) of $200,000 with the bank.
HSBC says the launch comes on the back of increased spending in live events and entertainment among affluent customers. According to Mastercard’s “ultra-affluent” cards data, live events and entertainment expenditure in Singapore grew 51% y-o-y in 2024.
By tapping into Mastercard’s partnership with Live Nation, HSBC Premier Mastercard cardholders can enjoy access to Mastercard’s presales and “preferred” tickets to Live Nation concerts and shows across Southeast Asia and UK.
Cardholders can also enjoy exclusive access to Live Nation UK concerts and shows, as well as VIP experiences with artistes, says HSBC on March 10.
Ashmita Acharya, HSBC Singapore’s head of international wealth and premier banking, says there is a clear growing appetite for premium entertainment experiences. “Our Premier Mastercard customers [are] showing increased interest and spend in international entertainment. Tapping our strong international connectivity, we are excited to build up our suite of international lifestyle privileges and curated experiences for our customers.”
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Comedian Russell Peters will be the first major entertainment offering in Singapore under the new offering; HSBC Premier Mastercard cardholders will enjoy access to his Relax World Tour shows at The Star Theatre on April 11.
This includes access to VIP meet-and-greet sessions, commemorative merchandise, and exclusive premium hospitality benefits, which are unavailable through regular ticketing channels.
HSBC Premier Mastercard cardholders - along with UOB's Mastercard cardholders and Krisflyer members - will also get access to Mastercard’s presale for Lady Gaga’s concerts in Singapore this May, as well as Babymonster’s first show here that same month.
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The launch builds on HSBC’s enhanced Premier offering, launched September 2024, designed to meet the international wealth and health needs of affluent customers.
“People today are focusing their attention and precious resources on what makes them feel good — their passions,” says Julie Nestor, executive vice president, marketing and communications, Asia Pacific, Mastercard. “In Singapore, music ranks among consumers’ top five passions, with most (69%) music lovers wishing that brands did more to acknowledge and incentivize them for indulging in their passion with perks like credit card rewards, immersive live music experiences, and access to pre-sale tickets. To give the people what they want, Mastercard is delighted to partner with HSBC Singapore to offer cardholders exclusive access to incredible entertainment, music experiences and benefits, all in one place.”
