Visa to End NFL Sponsorship After Three Decades, AmEx Steps In
September 24, 2025
Visa will end its 30-year sponsorship of the NFL when its contract expires in March 2026, shifting focus to team, player, and creator-led partnerships instead of league-wide rights.
In an interview to Reuters, Visa’s Chief Marketing Officer Frank Cooper said rising sports rights costs prompted the decision. “We love the NFL… but we decided there was a better way for Visa beyond acquiring the NFL league rights,” Cooper said. He added that the brand will invest more in original content, alternative media, and live fan experiences.
American Express will take over as the NFL’s official credit and payment card partner in a deal reportedly worth $910 million over seven years, according to Sports Business Journal.
Visa plans to maintain a strong NFL presence through direct partnerships, including renewing its deal with the San Francisco 49ers and expanding its roster of team tie-ups.
The pivot comes as Visa prepares for a major global sports cycle, with top-tier sponsorship rights at the 2026 FIFA World Cup in North America, the 2027 FIFA Women’s World Cup in Brazil, and the Los Angeles 2028 Olympic and Paralympic Games.
Visa recently trialled its fan-first approach during the Paris 2024 Olympics, staging a concert at the Louvre with Post Malone, engaging 147 Team Visa athletes as creators, and working with over 134,000 small businesses across France.
Visa’s NFL contract will run through the end of the 2025–26 season, marking the conclusion of one of the league’s longest-running sponsorships.
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Visa will end its 30-year sponsorship of the NFL when its contract expires in March 2026, shifting focus to team, player, and creator-led partnerships instead of league-wide rights.
Speaking to Reuters, Visa’s Chief Marketing Officer Frank Cooper said rising sports rights costs prompted the decision. “We love the NFL… but we decided there was a better way for Visa beyond acquiring the NFL league rights,” Cooper said. He added that the brand will invest more in original content, alternative media, and live fan experiences.
American Express will take over as the NFL’s official credit and payment card partner in a deal reportedly worth $910 million over seven years, according to Sports Business Journal.
Visa plans to maintain a strong NFL presence through direct partnerships, including renewing its deal with the San Francisco 49ers and expanding its roster of team tie-ups.
The pivot comes as Visa prepares for a major global sports cycle, with top-tier sponsorship rights at the 2026 FIFA World Cup in North America, the 2027 FIFA Women’s World Cup in Brazil, and the Los Angeles 2028 Olympic and Paralympic Games.
Visa recently trialled its fan-first approach during the Paris 2024 Olympics, staging a concert at the Louvre with Post Malone, engaging 147 Team Visa athletes as creators, and working with over 134,000 small businesses across France.
Visa’s NFL contract will run through the end of the 2025–26 season, marking the conclusion of one of the league’s longest-running sponsorships.