American Express announced on February 11, 2026 that it is renewing its long‑standing partnership with the National Basketball Association (NBA), the Women’s National Basketball Association (WNBA), the NBA G League, USA Basketball and NBA Take‑Two Media. The extension expands the company’s investment in basketball, adding new fan‑experience initiatives and content rights across the league’s platforms.
Under the new agreement, AmEx deepens its presence in the NBA by increasing its investment in the WNBA and adding USA Basketball, including the men’s and women’s national teams, to its portfolio. The deal designates AmEx as the entitlement partner for NBA Tip‑Off and NBA G League Tip‑Off, and it makes the company the title partner of NBC and Peacock’s NBA halftime show, “American Express At the Half.” The partnership also launches a connected member program that links AmEx card members with NBA ID, the league’s free membership program, offering exclusive perks such as priority access to events like the NBA All‑Star 2026, special merchandise offers, and unique experiences with players.
American Express was a partner of the NBA from 1995 to 2005, reunited in 2010, and has since built a multi‑platform relationship that now includes the WNBA, NBA G League, USA Basketball and NBA Take‑Two Media. The renewal continues this long‑standing collaboration and expands the scope of the partnership into national team competitions and the gaming space.
Bess Spaeth, Executive Vice President, Global Brand Management and Experiences at American Express, said, “Our longtime partnership with the NBA is rooted in a shared commitment to deliver exceptional experiences and access for our customers and fans, in‑person and through digital platforms. This next chapter builds on that foundation. We continue to innovate across our global sports partnerships to deliver even more value and experiences – whether you’re at a live event or watching from home – and are excited to keep raising the bar with the NBA for many seasons to come.” Lauren Sullivan, SVP, Head of Partner Management, NBA, added, “The NBA’s extension with American Express reflects the depth and continued growth of our long‑standing partnership. Our expanded relationship deepens American Express’ engagement across our league platforms and introduces new opportunities to connect with fans and Amex’s Card Members through exclusive access to content and personalized experiences – bringing fans closer to the game they love.”
Analysts noted that the partnership announcement did not trigger a significant technical reversal. While the market reaction was muted, the announcement reinforced AmEx’s commitment to sports partnerships and its strategy to engage affluent customers through exclusive experiences and brand visibility across multiple basketball platforms.
The renewal expands AmEx’s reach into national team competitions and the gaming space, strengthens brand visibility, and supports customer acquisition and loyalty among its affluent segment. It signals the company’s continued focus on leveraging sports and entertainment properties to enhance brand engagement and drive customer acquisition and loyalty, reinforcing its premium value proposition in a competitive consumer‑finance landscape.
The content on EveryTicker is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.