Basketball’s elite NBA has renewed and expanded its longstanding partnership with international credit card company American Express, which will continue as the official payment partner of the league and its affiliate competitions.
The expansion entails American Express increasing its investment in the Women’s National Basketball Association and the NBA's developmental G League, while adding USA Basketball, including the men’s and women’s national teams, and entertainment company Take-Two Media, to the agreement.
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As part of the new multi-year deal, American Express will serve as the entitlement partner of NBA Tip-Off and NBA G League Tip Off, as well as the title partner of broadcast partners NBC and Peacock’s NBA halftime show, American Express At the Half.
The company will also serve as the presenting partner of exclusive content across NBA, WNBA, G League, USA Basketball, and NBA Take-Two Media social channels.
Bess Spaeth, executive vice president, global brand management and experiences, at American Express, 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.”
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By GlobalDataIts wide-ranging activations will include launching a connected member program with NBA ID, the NBA’s membership program that features exclusive offers from NBA partners, ticket promotions, and members-only voting campaigns.
The deal includes increased perks for American Express customers, including discounts on NBA merchandise, pre-sale tickets for NBA and WNBA All-Star games, NBA Draft, and USA Basketball Showcase, and access to premium hospitality and experiences at marquee events.
Lauren Sullivan, the NBA's senior vice president, head of partner management, added: “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.”
American Express is one of the NBA’s longest-standing sponsors, having previously partnered with the league from 1995 to 2005 before reuniting in 2010 after a five-year break.
The company also has team-level partnerships with the Brooklyn Nets, Chicago Bulls, Los Angeles Lakers, Utah Jazz, and New York Liberty.
