MasterCard, soccer legend Pele, and Brazil's Unibanco kicked off the new 'Pele Unibanco MasterCard' this past weekend. The new card benefits Fundacao Abrinq, a not for profit organization benefiting needy children. MasterCard is using its "Priceless" theme in TV spots airing this week in Sao Paulo, Rio de Janeiro and Santos. Under the program 'Pele Unibanco MasterCard' cardholders will be able to contribute R$3,00, R$5,00 or R$10,0 per month, which will appear on their statements. Cardholders will also receive six annual reports explaining how the revenue generated is being used for Abrinq's social programs. The Fundacao Abrinq Para os Direitos da Crianca (The Abrinq Foundation for Children's Rights) is a not for profit organization formed in 1990 by representatives of the Brazilian toy industry with the objective of protecting the rights of needy children. For more information www.mastercard.com.