American Express (AXP) shares rose 2.79% to $328.02, adding $8.91 during the trading session, as the company announced an expanded global partnership with the NBA and the WNBA. The stock sustained a firm upward trend through the session. The multiyear agreement introduces new international basketball experiences, ticket benefits and exclusive programs for eligible American Express Card Members.

Multiyear Agreement Deepens Official Payments Partner Role

American Express, the NBA and the WNBA announced an expanded partnership covering several basketball organizations and international events. The agreement builds on the parties' longstanding relationship and reinforces American Express' position as the leagues' Official Payments Partner. It also introduces international activations across the NBA, the WNBA and USA Basketball. Sports sponsorships are a well-established format in the payments industry, giving brands visibility with large live and broadcast audiences while creating settings to showcase card-linked perks in person.

The expanded agreement covers the NBA G League and NBA Take-Two Media. Under the terms of the expanded deal, American Express will become the Presenting Partner of selected NBA Houses during major international basketball events. These venues will offer viewing parties, interactive activities, player appearances, merchandise and opportunities to meet basketball legends.

American Express will also serve as an Associate Partner of selected NBA Global Games. The agreement includes three sold-out international games scheduled for the 2026-27 season. These events include the Mexico City game on November 7, followed by Paris on January 14 and Manchester on January 17.

Expanded Fan Benefits Across Teams, WNBA and USA Basketball

Beyond its league-level agreements, the expanded partnership includes American Express' continued involvement with NBA Tip-Off and selected basketball teams. The company maintains existing relationships with the Brooklyn Nets, the Chicago Bulls, the Utah Jazz and the New York Liberty. Consequently, the agreement extends American Express' presence across professional basketball competitions and international markets.

American Express will also deepen its WNBA involvement and begin a new partnership with USA Basketball. Its role includes supporting the USA Basketball Showcase and the national 3×3 teams. Eligible Card Members will receive access to presale tickets and customized premium event programs during selected basketball activities. Presale access is among the card issuer's best-known entertainment perks, and the agreement extends that model deeper into basketball.

The company will continue to provide ticket access and experiences connected to major WNBA events, including selected league activities and the AT&T WNBA All-Star Game. American Express also plans to connect cardholders with additional basketball experiences through exclusive programming and event opportunities.

NBA ID Program Adds Cardholder Rewards

American Express and the NBA will introduce a new benefits program through NBA ID, the league's free membership platform. Eligible Card Members will have the option to connect their American Express Cards to their NBA ID accounts. Through this connection, members can unlock special benefits and additional offers throughout the basketball season. Placing perks inside the league's own direct-to-fan digital channel means American Express benefits will live alongside the NBA's regular member experience rather than only in issuer-run programs.

The companies will also provide ticketing and merchandise benefits across several major basketball events. Eligible Card Members can access presale or reserved tickets for NBA All-Star, the NBA Draft and the Emirates NBA Cup Championship. Additional opportunities will cover NBA Summer League, the AT&T WNBA All-Star Game and the USA Basketball Showcase, subject to availability.

Beyond ticket access, the agreement includes NBA 2K27 in-game benefits, merchandise releases and MyPLAYER rewards, extending cardholder perks beyond physical venues into gaming and digital environments. American Express will also continue Jersey Assurance, which allows qualifying jersey buyers to request replacements after eligible player transfers. Cardholders can receive extended coverage when purchasing through designated NBA and Fanatics retail channels.

The American Express Venue Collection will provide additional benefits at selected NBA arenas. Eligible members can access dedicated entrances, fast lanes and qualifying concession discounts. After enrollment, the program offers 10% back on eligible concession purchases, up to $250 annually.

Broader Reach for American Express' Sports Marketing Strategy

The expansion adds another international dimension to American Express' established sports marketing strategy. Through its basketball partnerships, the company combines payment services with ticket access, merchandise offers and live experiences. The agreement extends these benefits across professional leagues, national teams and international basketball events, with cardholder perks spanning ticketing, merchandise and in-arena experiences. As the activations roll out through the 2026-27 season, eligibility terms and enrollment requirements for programs such as NBA ID card-linking and the Venue Collection will shape when Card Members can actually put the new perks to use.