American Express (NYSE: AXP) has announced a multiyear extension and expansion of its partnership with the National Basketball Association, now encompassing USA Basketball and NBA Take-Two Media. The broadened agreement includes collaborations across the NBA, WNBA, NBA G League, and related media properties, strengthening American Express’s role within professional basketball and fan engagement initiatives.
The company’s expanded involvement positions American Express as the entitlement partner for both NBA Tip-Off and NBA G League Tip-Off, as well as the title sponsor for NBC and Peacock’s NBA halftime show, American Express At the Half. This partnership aims to enhance visibility and create integrated experiences for cardholders and basketball enthusiasts.
Enhanced Benefits for Cardholders and NBA Members
As part of the deal, American Express has introduced a connected member program linked to NBA ID, the NBA’s official membership platform. Cardholders who link their American Express accounts with NBA ID will gain access to exclusive advantages, including fast pass lanes at select events, merchandise savings on NBAstore.com, and reserved tickets for marquee occasions such as NBA All-Star, NBA Draft, WNBA All-Star, and USA Basketball Showcase events.
The partnership also features Jersey Assurance, which offers fans the opportunity to exchange jerseys if players transfer teams within designated timeframes — a benefit designed to accommodate fans amid frequent team changes in professional basketball.
Exclusive Activation and Ongoing Team Partnerships
At NBA All-Star 2026, American Express will host The American Express x Fanatics Real Vintage Vault in Venice Beach, delivering an immersive vintage NBA experience. This activation will showcase limited-edition merchandise and unique NBA memorabilia to deepen fan engagement.
American Express continues its longstanding partnerships with several NBA and WNBA franchises, including the Brooklyn Nets, Chicago Bulls, Los Angeles Lakers, Utah Jazz, and New York Liberty, further cementing its footprint in the basketball industry.
Company Statement on Partnership Vision
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,
said Bess Spaeth, Executive Vice President, Global Brand Management and Experiences, American Express.
Implications for Fans and the Basketball Ecosystem
This extended collaboration between American Express and the NBA ecosystem is poised to enhance fan experiences through innovative access and exclusive offers, reflecting a wider trend of financial services integrating deeper with sports entertainment. By broadening its involvement beyond the NBA to include the WNBA, NBA G League, and USA Basketball, American Express signals its intention to support basketball growth at multiple levels.
Looking ahead, fans can anticipate greater opportunities to engage with their favorite teams and players, while American Express leverages basketball’s broad appeal to create meaningful connections with its cardholders and the wider sports community.
