American Express has renewed and expanded its multi-year partnership with the NBA, including deeper ties with the WNBA and USA Basketball, to enhance premium card member engagement and brand visibility. This strategic move aims to reinforce card loyalty amidst stiff competition and attract younger demographics through integrated basketball-centric experiences and digital platforms. Investors will be watching if this increased spending on sponsorships translates into stronger card fee income, higher billed business, and improved cross-sell into its premium portfolio.
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American Express Deepens NBA Ties To Support Premium Card Growth
American Express has renewed and expanded its multi-year partnership with the NBA, including deeper ties with the WNBA and USA Basketball, to enhance premium card member engagement and brand visibility. This strategic move aims to reinforce card loyalty amidst stiff competition and attract younger demographics through integrated basketball-centric experiences and digital platforms. Investors will be watching if this increased spending on sponsorships translates into stronger card fee income, higher billed business, and improved cross-sell into its premium portfolio.