American Express has renewed and broadened its partnership with the NBA, continuing as the official payment partner of the league and its affiliated competitions. The expanded agreement, announced recently, also incorporates increased support for the Women’s National Basketball Association (WNBA), the NBA’s developmental G League, and now includes USA Basketball’s men’s and women’s national teams along with entertainment company Take-Two Media.
Scope of the Expanded Multi-Year Collaboration
This new multi-year deal appoints American Express as the entitlement partner of NBA Tip-Off and NBA G League Tip Off events. Additionally, it names the company the title partner for the NBA halftime show, “American Express At the Half,” which airs on NBC and Peacock. The partnership further extends to American Express’s role as presenting partner of exclusive content across NBA, WNBA, G League, USA Basketball, and NBA Take-Two Media social platforms.
The expansion includes a connected member program via NBA ID, which is the NBA’s official membership offering exclusive deals from NBA partners, ticket promotions, and fan voting campaigns reserved for members.
Customer Benefits and Enhanced Experiences
American Express customers are set to enjoy new advantages such as discounts on NBA merchandise, early access to tickets for NBA and WNBA All-Star games, the NBA Draft, and the USA Basketball Showcase. They will also have opportunities to attend marquee events featuring premium hospitality and exclusive experiences.
Executive Perspectives on the Partnership Growth
Bess Spaeth, executive vice president of global brand management and experiences at American Express, emphasized the shared commitment behind the collaboration:
“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.”
Lauren Sullivan, senior vice president and head of partner management at the NBA, highlighted the deepened relationship:
“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.”
Background and Additional Partnerships
American Express is among the NBA’s longest-standing sponsors, having originally partnered with the league from 1995 until 2005 before renewing the relationship in 2010. Beyond league-wide involvement, the company holds team-specific partnerships with the Brooklyn Nets, Chicago Bulls, Los Angeles Lakers, Utah Jazz, and New York Liberty.
Future Implications for Fans and the Sports Landscape
This expanded NBA American Express partnership is expected to enhance fan engagement through digital and live experiences, providing deeper access and benefits to customers and card members. The collaboration signals a growing trend of integrating payment services with entertainment and sports, enriching how fans interact with basketball events and content.
