The rebranding is supported by the enhancement of the merchant-supported World Elite Privileges Programme, which includes global travel, more than 5,000 luxury hotels, two leading car hire companies, private jets and lifestyle experiences - including spas, golf and fine wine - from major global brands. World Elite cardholders will now be able to take advantage of exclusive offers from over 40 Privileges partners, including The Savoy London, Mandarin Oriental and Raffles Hotels & Resorts.

In the UK, the World Elite Privileges Programme will also be available to cardholders directly for the first time through MasterCard's recently launched 'Priceless London' portal, part of the company's global Priceless Cities programme. Whilst all MasterCard cardholders can now enjoy exclusive experiences and privileged access to the very best of London's museums, theatres, music, restaurants, retail and attractions by registering at www.pricelesslondon.co.uk, World Elite cardholders in the UK will also be able to unlock additional VIP experiences.

George Greer, Head of Consumer Credit & Charge Products at MasterCard Europe, comments: "The move from World Signia to World Elite demonstrates how MasterCard is better aligning with its customers worldwide. We are thrilled to have many of the world's most recognisable consumer lifestyle brands partnering with us as part of the World Elite Privileges Programme.

"The UK is an important market for the affluent segment and London in particular has a high concentration of affluent cardholders. As the Priceless Cities programme develops across the world, we will also be creating opportunities for these cardholders to redeem offers both at home and abroad, which we know is important for them as frequent travellers."

World Signia cards are currently issued by RBS, NatWest, Coutts and Barclays in the UK.