AMERICAN EXPRESS and the National Basketball Association (NBA) have announced a multiyear renewal of their longstanding partnership, which also covers the Women’s National Basketball Association (WNBA), NBA G League, USA Basketball and NBA Take-Two Media.
As the leagues’ official payment partner, American Express also maintains team-level partnerships with the Brooklyn Nets, Chicago Bulls, Los Angeles Lakers, Utah Jazz and New York Liberty.
Under the renewed agreement, American Express will expand its presence across the ecosystem with increased investment in the WNBA, while also adding USA Basketball including the men’s and women’s national teams and NBA Take-Two Media to the partnership.
As part of the deal, American Express will serve as the entitlement partner of NBA Tip-Off and NBA G League Tip-Off. The company is also the title partner of NBC and Peacock’s NBA halftime show, American Express At the Half.
The two organisations will also launch a connected member programme through NBA ID, the league’s free membership platform that offers fans a range of benefits, including exclusive partner offers, ticket promotions and members-only voting campaigns. The initiative will provide special perks for American Express Card Members and NBA ID users who link their accounts.
Additionally, American Express will act as the presenting partner for exclusive content across the social channels of the NBA, WNBA, G League, USA Basketball and NBA Take-Two Media.
American Express executive vice president, global management and experiences Bess Spaeth said, “Our longtime partnership with the NBA is rooted in a shared commitment to deliver exceptional experiences and access for our customers and fans, in-person and through digital platforms. This next chapter builds on that foundation. We continue to innovate across our global sports partnerships to deliver even more value and experiences — whether you’re at a live event or watching from home — and are excited to keep raising the bar with the NBA for many seasons to come.”
NBA SVP, head of partner management Lauren Sullivan added, “The NBA’s extension with American Express reflects the depth and continued growth of our long-standing partnership. Our expanded relationship deepens American Express’ engagement across our league platforms and introduces new opportunities to connect with fans and Amex’s Card Members through exclusive access to content and personalized experiences – bringing fans closer to the game they love.”
