Visa and Mastercard Target the German Market

German Market Lagging in Card Usage

Germany remains one of the more cash-reliant economies in Europe. According to the ECB 2024 Study on the Payment Attitudes of Consumers in the Euro Area (SPACE), cards account for 36% of transactions in Germany compared to 56% in the Netherlands and 57% in Finland.  While digital payments are growing, card transactions lag behind European and global averages. This presents a termendous opportunity for global networks like Visa and Mastercard to expand their presence and influence.

Visa’s “Level Up Your Game”: Local Stars and Olympic Ambitions

Visa’s 2024 campaign “Level Up Your Game” launched across Europe in the run-up to the Paris 2024 Olympic and Paralympic Games. The campaign is centered around Team Visa athletes collaborating with Gen Z content creators to inspire others to pursue their passions and ambitions. The campaign features, Gina Lückenkemper – a European champion sprinter, Denise Schindler – a para-cyclist and advocate for inclusion and prosthetic innovation, Paul Drux – handball star and environmental advocate and Niko Kappel, a Paralympic shot putter and motivational figure.

These athletes participated in a Visa-led summit in Paris to develop storytelling skills alongside influencers. One standout German campaign moment involved Denise Schindler collaborating with a local designer and influencer to create a custom accessory for her prosthetic, blending performance, fashion, and empowerment.

Visa has also entered a strategic partnership with Commerzbank, announced in early 2025, which is expected to significantly increase the issuance of Visa cards in Germany starting in 2026.

Mastercard’s “Start Something Priceless”: Culture and Convenience

Mastercard continues its “Start Something Priceless” platform with campaigns that highlight emotional storytelling and the convenience of digital payments.

In Germany, this has included:

• TV campaigns showing daily life moments made easier with Mastercard.
• Cultural sponsorships, like at the Berlinale Film Festival, promoting inclusivity and creativity.
• Tech integration, such as tactile cards for the visually impaired and expanding tap-to-pay options.

The campaigns support Mastercard’s mission to connect emotionally with consumers, particularly in traditionally cash-heavy markets.

Big Global Budgets Fuelling Local Engagement

Visa and Mastercard are backing their campaigns with substantial marketing investments:

• Visa spent over $1.3 billion on marketing globally in 2023, an 18% increase over 2022. This includes sponsorships of major global events like the Olympics, FIFA, and the NFL.
• Mastercard reported $825 million in global marketing spend in 2023, covering advertising, sponsorships, and its long-running “Priceless” campaign.

These figures underscore both companies’ long-term commitment in key international markets — not just pushing products but cultivating deeper emotional connections with consumers.

A Countercyclical Bet in a Shifting Landscape

Visa and Mastercard’s aggressive marketing push in Germany — and broader Europe — comes at a time that might seem counterintuitive. Their intensified investment contrasts with a geopolitical and regulatory climate that is increasingly complex for American firms operating in Europe. There are several reasons why this can be seen as a countercyclical move:

1. Rising Trade Tensions
   Following tariff disputes with the U.S., the European Union is exploring reciprocal taxes, potentially targeting dominant American sectors — including tech, biotech, and financial services. It is not inconceivable that Visa and Mastercard could face regulatory or trade barriers, especially as the EU asserts greater control over digital and payments infrastructure.
2. Push for European Sovereignty in Payments
   The European Central Bank’s ongoing research into a digital euro reflects the EU’s ambition to reduce reliance on non-European paymentA transfer of funds which discharges an obligation on the part of a payer vis-à-vis a payee. More networks. Initiatives like EPI (European Payments Initiative) further highlight the region’s desire to build sovereign alternatives. The ECB estimates that in 2022, international card schemes accounted for 61% of euroThe name of the European single currency adopted by the European Council at the meeting held in Madrid on 15-16 December 1995. See ECU. More area payments and that the market share of domestic card schemes is declining. Visa and Mastercard’s increasing footprint could be perceived as running counterAutomatic device for the counting of banknotes or coins. More to this sovereignty agenda.
3. Diverging Regulatory Philosophies
   The decoupling of EU and U.S. digital regulation is becoming more pronounced. With frameworks like the GDPR, the Digital Markets Act, and the AI Act, Europe is setting stricter standards around privacy, data use, and competition. U.S.-based payment giants are increasingly navigating a more fragmented and compliance-heavy environment, especially in terms of data localization and consumer protections.

Convenience vs Trust

These campaigns, with their emphasis on convenience, security, and emotional appeal, clearly aim to reduce the prevalence of cashMoney in physical form such as banknotes and coins. More transactions. However, it remains to be seen whether the convenience and benefits of digital payments can truly topple the deeply ingrained trust that many consumers, particularly in Germany, have in cash. Visa and Mastercard aren’t just promoting digital payments — they’re positioning themselves in a future where economic sovereignty, data autonomy, and trust are just as important as convenience, but the enduring reliability and familiarity of cash present a significant challenge to overcome.