Credit card issuers such as American Express, MasterCard and Visa introduced new card programs that offer exclusive services to affluent cardholders. The programs generally allow cardholders access to concierge services and events, such as hard-to-get restaurant reservations, tickets to Broadway shows or by-invitation-only parties at the Super Bowl. This new class of card is not points based; it simply gives the cardholder access to these events, and they pay for them — with their AmEx or Visa or MasterCard, of course.

A new entry into the rewards-card business is ESPN, with its ESPN Total Access Visa. Cardholders earn points on purchases and can redeem them for memorabilia such as a Nolan Ryan-signed baseball or events like a behind-the-scenes tour of the SportsCenter set and ESPN campus or a week at a golf instruction camp. It also has a concierge service to assist cardholders with tickets to sports events or to meet a professional athlete. They can also get access to events such as the ESPY Awards. Given the cult-like nature of ESPN's audience, you wonder what took ESPN so long to introduce a loyalty program.

Finally, Chase introduced its "Freedom" card, a no-annual-fee card that allows cardholders to switch back and forth between points and cash-back, with higher points awarded for purchases at everyday stores such as groceries, gas stations, and quick-serve restaurants.

Source: http://www.bankrate.com/brm/news/pf/YIRguide06-07/nov06_credit_cards_review_2006_a2.asp?caret=1