Here’s a bold statement: the future of sports sponsorship is evolving, and American Express is leading the charge by doubling down on its commitment to basketball—both on and off the court. But here’s where it gets controversial: while many brands focus solely on high-profile leagues, American Express is expanding its support to include the WNBA, USA Basketball, and even the NBA G League, sparking debates about the value of investing in underrepresented teams and leagues. So, what’s the big deal? American Express recently renewed its multiyear partnership with the NBA, but this time, it’s not just about the men’s league. The company is significantly increasing its investment in the WNBA, a move that’s both commendable and thought-provoking. Why? Because it challenges the traditional sponsorship playbook and highlights the growing importance of women’s sports. But that’s not all—American Express is also partnering with USA Basketball, supporting both the men’s and women’s national teams, and diving into the digital realm with NBA Take-Two Media. This means fans will see American Express as the entitlement partner for NBA Tip-Off and NBA G League Tip-Off, as well as the presenting partner for content across NBA, WNBA, G League, USA Basketball, and NBA Take-Two Media social channels. And this is the part most people miss: American Express is also the title partner of the NBA halftime show, “American Express At the Half,” airing on NBC and Peacock, further solidifying its presence in fans’ living rooms. To sweeten the deal, American Express and the NBA are launching a connected member program through NBA ID, the league’s free membership platform, offering fans exclusive perks and experiences. This partnership isn’t just about logos on jerseys—it’s about creating meaningful connections with fans and supporting the growth of basketball at every level. Here’s the question we’re left with: Is American Express’s expanded focus on the WNBA and lesser-known leagues a game-changer for sports sponsorship, or is it a risky bet? Let us know your thoughts in the comments—we’d love to hear whether you think this move will pay off in the long run.
