American Expands NBA Deal to WNBA and USA Basketball
American Express and the National Basketball Association (NBA) have officially renewed their sponsorship agreement. The new deal maintains the company as the league’s official payments partner and now extends to the Women’s National Basketball Association (WNBA), along with the NBA G League, NBA Take-Two Media, and USA Basketball (the U.S. national basketball teams).
This expansion reflects American Express’s strategic move to solidify its presence across all facets of American basketball. In addition to the league-wide contract, the company retains individual sponsorship deals with franchises such as the Brooklyn Nets, Chicago Bulls, Los Angeles Lakers, and Utah Jazz (all NBA), and the New York Liberty (WNBA).
“Our partnership with the NBA is built on a shared commitment to delivering experiences and access for our customers and fans, both in-person and through digital platforms. This next chapter builds on that foundation,” said Bess Spaeth, Executive Vice President of Global Brand Management and Experiences at American Express.
Under the new terms, American Express gains ownership of key calendar assets. The brand will become the presenting sponsor of the season-opening weeks: the NBA Tip-Off and the NBA G League Tip-Off.
In broadcasts, the company has acquired the naming rights for the Halftime Show during games aired by NBC and the streaming platform Peacock, which will now be called American Express At the Half.
Digital Integration and Fan Benefits
The digital strategy has also been strengthened. There will be direct integration with the league’s loyalty program, NBA ID. Fans who link their NBA member accounts to an American Express card will gain access to cross-benefits, offers, and voting campaigns.
The brand will also sponsor content on the social media channels of all leagues involved in the agreement, including the men’s and women’s national teams managed by USA Basketball.
The renewal ensures the continuation of benefits like priority access lanes at select arenas and pre-sale ticket windows for global events, such as the NBA All-Star and the Draft.
At the NBA Store, consumers purchasing official jerseys using the brand’s card will receive an extended 365-day window to request an exchange if the player is traded—a benefit superior to the standard 90 days offered to other customers.
The eSports universe is also included. The agreement includes a revamp of benefits and experiences within the NBA 2K video game franchise, with implementation planned starting from version 2K27.
All-Star 2026 Activations
The new partnership will feature activations for NBA All-Star 2026, beginning this Friday (13). The company will set up “The American Express x Fanatics Real Vintage Vault” at Venice Beach, a space focused on league culture with limited-edition product sales and displays of historical items.
At the main fan event, NBA Crossover, cardholders will have access to fast-track entries and cashback offers on purchases of official merchandise.
“Our expanded relationship deepens American Express’s involvement across all league platforms and presents new opportunities to connect with fans and Amex cardholders through access to personalized content and experiences, bringing fans closer to the sport they love,” emphasized Lauren Sullivan, Senior Vice President and Head of Partnership Management at the NBA.
— Lance do Jogo
