American Express Inks New NBA Credit Card Deal

American Express (Amex) has extended its partnership with the National Basketball Association (NBA) to remain as official credit card partner.

While the company would not comment on the size of the deal, American Express Director of Sports Marketing Michele Carr said the league-wide corporate sponsorship has been extended “for the foreseeable future.” Amex will take a slightly different approach this time, she said, focusing more on digital marketing.

“We have committed to really exploring digital activation. Our plans are still in the works but I think that will be our focus. To figure out how to bring people closer to the game through digital experiences,” she said.

Amex will integrate its league-wide advertising and marketing initiatives with its individual sponsorships of NBA teams. Amex is in business with half a dozen NBA clubs: LeBron James’ world champion Miami Heat; Kobe Bryant’s Los Angeles Lakers, plus the Boston Celtics, Brooklyn Nets, Chicago Bulls and Washington Wizards.

“We’ll figure out how those six teams, and our league relationships, come to life in a really big way for our customers and prospective customers,” said Ms. Carr.

Amex’s sports-marketing strategy has revolved around the NBA and U.S. Open golf and tennis tournaments. But in what could be good news for Major League Baseball, the National Hockey League and other sports, Amex is developing a “short list” of other sports and leagues it may sponsor, said. Ms. Carr.

Amex’s sponsorship of the U.S. Open tennis tournament could be a marketing roadmap for how the company plans to advertise to new and prospective customers inside and outside NBA arenas.

Amex has served as official credit card of the NBA since 2010.