American football's NFL has announced a major commercial tie-up with US credit card company American Express (AMEX), which will become the league's official payments partner from the 2026 season.
AMEX succeeds Visa, which had a deal in place running through the 2020 to 2026 NFL seasons, valued by GlobalData Sport as worth $25 million per year. Visa's agreement ended after this year's season-ending Super Bowl.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
AMEX's new multi-year deal will see the company offer presale tickets for all International Games played by NFL teams, which will open in the next few days for the league's first Melbourne fixture being staged later this year.
At the NFL Draft in Pittsburgh in late April, meanwhile, Amex will offer a range of activations for fans, including "card member priority lanes for select NFL-operated experiences."
In addition, eligible AMEX card members will be able to enroll a card to make purchases at NFL Shop locations on-site at the NFL Draft.
The credit card giant already has specific team deals in place with four franchises – the Atlanta Falcons, New York Giants, New York Jets, and Miami Dolphins. The Atlanta and New York deals, in fact, were announced simultaneously earlier this month.
Later this year, the two parties will work together to introduce the NFL Extra Points American Express Credit Card.
Renie Anderson, executive vice president and chief revenue officer at the NFL, commented on the tie-up: "This collaboration will allow us to expand access to unforgettable moments, from international games and tentpole events such as the Draft and Super Bowl to enhanced on‑site experiences and presale opportunities.
"American Express has a proven track record of elevating major sports moments, and together we’ll provide our fans and their Card Members with more ways than ever to engage with the sport they love.”
Elizabeth Rutledge, AMEX's chief marketing officer, added: "Partnering with the NFL is a natural extension for us and our commitment to delivering meaningful perks, exclusive access, and elevated experiences."
In terms of the NFL's commercial activity, earlier this month, the league announced a global agreement with US-based multi-national conglomerate Kraft Heinz that will see some of the world’s most recognizable food brands marketed across the league.
The five-year agreement sees Kraft Heinz become the league’s inaugural official condiment partner, with the company’s brands, including Heinz, Kraft, Velveeta, Philadelphia, Kraft Mac and Cheese, Primal Kitchen, Classico, A1, and more, gaining stadium and gameday visibility.
Elsewhere, the NFL has confirmed that Las Vegas, Nevada, will host the 2029 edition of the iconic Super Bowl.
Super Bowl LXIII will take place at Allegiant Stadium – home of the NFL's Las Vegas Raiders – in February of that year, it was announced yesterday following a vote by the full NFL ownership.
The 2029 game will be the second time the Super Bowl takes place in Las Vegas – the first occasion was the 2024 Super Bowl, in which the Kansas City Chiefs beat the San Francisco 49ers 25-22.
The Las Vegas Convention and Visitors Authority has claimed that the latter game generated over $1 billion in economic impact.
Roger Goodell, commissioner of the NFL, has said: "Super Bowl LVIII demonstrated the scale, energy, and hospitality the city brings to global events, and we look forward to working alongside the Las Vegas Convention and Visitors Authority, the Raiders, and the community, to deliver an even greater experience this time around."
Mark Davis, owner of the Raiders, added: "We're excited that the Super Bowl will be returning to Las Vegas and Allegiant Stadium in 2029. It's a testament to the Raiders, the LVCVA, civic leaders, the community, and the NFL working together as one."
On Location, the firm that serves as the NFL's official hospitality partner, launched its priority access deposit program for Super Bowl LXIII hospitality packages.
This year's Super Bowl took place in California, at Levi's Stadium, with next year's edition of the iconic annual game to be hosted at SoFi Stadium in that same state.
Following these two Californian games, Super Bowl LXII in 2028 is set for Mercedes-Benz Stadium in Atlanta (as was unveiled in late 2024).
