On January 29, 2026, Mastercard Inc. announced an exciting collaboration with rising star Noah Kahan to celebrate the launch of his highly anticipated single, “The Great Divide.” This partnership marks a significant cultural moment, intertwining Kahan’s music with Mastercard’s commitment to creating meaningful experiences for its cardholders.

1. A Musical Collaboration Ahead of Grammy Night

Noah Kahan's new single will officially drop on January 30, 2026, from his upcoming album of the same name, set for release on April 24, 2026. To amplify the excitement, Mastercard will co-produce and premiere the official music video for “The Great Divide” during the Grammy Awards broadcast on February 1, 2026. This strategic timing not only showcases Kahan's artistry but also highlights Mastercard's ongoing investment in music and culture.

Kahan's fans have played a pivotal role in shaping the narrative surrounding “The Great Divide,” turning the song into a communal anthem even before its release. "This partnership with Mastercard felt like a natural way to honor that connection and turn it into something we can experience together," Kahan expressed, emphasizing the importance of community in his music.

2. Unlocking Priceless Experiences

In conjunction with the video premiere, Mastercard is launching a sweepstakes designed to enhance cardholders' connection to Kahan's music. Through The Mastercard Collection, a global suite of elevated dining, entertainment, and travel benefits, cardholders will have the opportunity to participate in exclusive experiences. Starting February 2, 2026, cardholders can enter the sweepstakes by finding Easter Eggs hidden in the music video for a chance to win one of four exciting prizes:

Grand Prize: An intimate, invite-only listening party with Noah Kahan before his album drops, for one grand prize winner and a guest.

First Prizes: Three additional winners will receive Priceless Experiences inspired by The Mastercard Collection, allowing them to immerse themselves further into Kahan's world.

The details on how to enter the sweepstakes will be available at priceless.com/noahkahan.

3. Experience the Power of Music and Access

Mastercard’s collaboration with Kahan is not just about the music; it’s about creating memorable experiences for fans. The official music video will delve into themes of love, loss, and the importance of reconciling friendships, featuring visual elements that hint at deeper meanings behind the lyrics.

Moreover, cardholders will gain access to unique benefits through The Mastercard Collection. This initiative offers extraordinary dining, entertainment, and travel experiences exclusively available to holders of World, World Elite, and World Legend Mastercard cards.

Fans are encouraged to tune in during Mastercard's commercial break at the Grammy Awards to learn more about these special moments that celebrate Kahan's music.

4. A Commitment to Community and Connection

Rustom Dastoor, EVP of Marketing and Communications for Mastercard in the Americas, highlighted the essence of this partnership, stating, "Noah's music creates a genuine sense of belonging. He connects so personally, shows up with such honesty, and his fans respond with real loyalty.” Through this collaboration, Mastercard aims to transform that connection into unforgettable experiences, reinforcing the brand's dedication to inspiring communities worldwide.

Mastercard’s partnership with Noah Kahan is a continuation of its expanding footprint in the music industry, which includes nearly two decades of sponsorship of the Grammy Awards and collaborations with influential artists.

For more information about this partnership and the upcoming experiences, visit priceless.com/noahkahan.

This collaboration not only highlights Mastercard's innovative approach to engaging with its cardholders but also showcases the transformative power of music in creating lasting connections. With "The Great Divide," Mastercard and Noah Kahan are set to redefine how fans experience music and community.

Original press release