Brian Lancy

Vice President, Global Sponsorships and Consumer Marketing, MasterCard

As Vice President of global entertainment sponsorships and consumer marketing at MasterCard, Brian brings 19 years of consumer financial services and consumer packaged goods marketing experience from both the brand and agency sides of the business. 

Brian has cultivated deep knowledge and relationships in gaming, esports, music and sports as a result of driving brand and talent marketing initiatives through these complex ecosystems. These initiatives include some of the world’s largest gaming and esports properties such as Riot Games and Twitch to name a few.  

Since 2015, Brian has been driving the global positioning of gaming / esports and music initiatives at Mastercard, working with the company’s regional leads to localize the global strategy. In addition, Brian works closely with the North American, Latin American, Europe and Asia-Pacific regions to build monetization programs around gaming / esports initiatives. 

Prior to joining Mastercard, Brian helped launch Brand Synergy Group, the branding agency for music, film and TV talent agency Primary Wave Entertainment. During his tenure at             Brand Synergy Group, Brian was responsible for managing key agency clients, lead new business efforts for the consulting and talent businesses, facilitated long-term growth and acquisition plans and crafted the agency’s culture and environment. Brian was a leader in growing Brand Synergy Group to a multi-million dollar billing agency. 

Before entering the start-up marketing community, Brian was an integral part of the sports and entertainment teams at Mars Chocolate and Dr Pepper Snapple Group / Cadbury Schweppes, as well as at premier agencies Octagon and WME-IMG. 

Brian graduated Fordham University with a dual MBA in Marketing and Finance, and completed his undergraduate studies at Ithaca College with a BA in Marketing. Brian, his wife and two children reside in the only double-hyphenated town in the United States, Ho-Ho-Kus, NJ. 


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