American Express takes its NBA and WNBA partnership global and adds USA Basketball

American Express, the NBA and the WNBA announced on November 2 the global expansion of their partnership, which the companies describe as a decades-long relationship in which American Express is the official payments partner of both leagues. The expansion marks the first season of international activations across the NBA, WNBA and USA Basketball under the multiyear agreement, which also covers the NBA G League and NBA Take-Two Media.

What the global expansion adds

American Express becomes an associate partner of select NBA Global Games this season, including three sold-out games: the NBA Mexico City Game on November 7 between the Denver Nuggets and Indiana Pacers, the NBA Paris Game on January 14, 2027, and the NBA Manchester Game on January 17, 2027, with the New Orleans Pelicans and San Antonio Spurs playing both European dates. It is also presenting partner of select NBA Houses, the fan venues the league runs around marquee events with viewing parties, player and legend meet-and-greets and official merchandise. The company continues as entitlement partner of NBA Tip-Off.

The USA Basketball piece is new. American Express becomes an associate partner of the USA Basketball Showcase and the 3x3 National Teams, in the United States and globally. Card Members get presale access to Showcase tickets and a customized Premium Events Collection program during the Showcase, the series of exhibition games played before major international competitions. With the WNBA, the companies said American Express is deepening its presence, with Card Member access to tickets for select events including the AT&T WNBA All-Star Game and premium hospitality around it. The partnership also maintains relationships with the Brooklyn Nets, Chicago Bulls, Utah Jazz and New York Liberty.

Payments, membership and perks

During the season, American Express and the NBA plan to launch a program with NBA ID, the league's free membership program, that lets eligible Card Members link their Card to NBA ID to unlock special perks. The companies did not give a launch date or list the perks. Separately, at select arenas in the American Express Venue Collection, eligible Card Members who enroll get dedicated entrances or fast lanes and 10% back, up to $250 a year, on qualifying concessions purchases, plus special ticket access to select events while supplies last.

Season-long benefits include priority entrances at select marquee events, merchandise offers at NBAStore.com during specified periods, and presale or reserved tickets for NBA All-Star, the NBA Draft, the Emirates NBA Cup Championship, NBA Summer League, the AT&T WNBA All-Star Game and the USA Basketball Showcase, while supplies last. There are in-game perks in NBA 2K27 and a Jersey Assurance program that replaces a jersey if the player changes teams within a set window, with terms and restrictions that apply.

What the executives said

Elizabeth Rutledge, chief marketing officer of American Express, said sports have a unique power to bring people together and that basketball's international appeal is no exception, calling the expansion an exciting next chapter. Kerry Tatlock, the NBA's executive vice president of global marketing partnerships and media, said the league was pleased to build on its partnership success with American Express and reach fans around the world.

What it means for sponsors and rights holders

The structure here is the business story. A payments brand is attaching itself to four kinds of access at once: event presence through Global Games and NBA Houses, ticketing through presales and reserved allocations, in-venue spending through concessions rewards, and membership through the planned NBA ID link. Each one gives the sponsor a reason for the fan to use the card and a data point about how they did. For other rights holders, the template is a package where the membership layer, not the logo on the court, carries the ongoing relationship.