American Express (Amex) has officially renewed and significantly broadened its long-standing partnership with the NBA, solidifying its role as the league’s Official Payment Partner. This multi-year extension deepens Amex’s involvement across the entire basketball ecosystem, notably adding USA Basketball and the newly formed entertainment venture, NBA Take-Two Media (NBAT2), to its sponsorship portfolio.
Expanding the Court: USA Basketball & Gaming
The inclusion of USA Basketball means Amex will now support both the men’s and women’s national teams, offering card members exclusive access to the USA Basketball Showcase and related events.
Furthermore, the partnership with NBA Take-Two Media—a joint venture between the NBA and Take-Two Interactive—marks a major push into digital culture and gaming. This includes:
- NBA 2K Rewards: Reimagined in-game perks and experiences starting with NBA 2K27.
- Social Content: Amex becomes the presenting partner for exclusive content across all NBAT2 digital channels, focusing on the intersection of basketball, fashion, and music.
New Member Benefits & Digital Integration
A centerpiece of the renewal is the launch of a connected member program with NBA ID. Fans who link their Amex accounts to their NBA ID will unlock:
- Exclusive Perks: Ticket promotions, members-only voting, and specialized merchant offers.
- American Express At the Half: Amex becomes the title sponsor of the NBA halftime show on NBC and Peacock.
- Enhanced Jersey Assurance: Card members who purchase a jersey via the NBA Store can receive a replacement if that player is traded within 365 days (compared to 90 days for non-cardholders).
Maintaining the Momentum
Amex also remains the entitlement partner for NBA Tip-Off and the NBA G League Tip-Off, while increasing its investment in the WNBA. This expansion reflects Amex’s strategy of engaging high-spending fans who value premium, live experiences.
While Amex scales its presence in American sports, global clubs are also pushing digital boundaries; for example, Real Madrid—which manages 261 private boxes at the Bernabéu—recently launched its own original series on X to engage its 49-million-strong digital fanbase. Similarly, Amex’s integration with NBA ID and NBA 2K ensures the brand remains a constant companion for fans, whether they are in the arena or on the couch.