American Express Uses Tennis History To Inform New NFL Partnership

American Express is extending its long-running sports sponsorship strategy into the NFL. The company, which began partnerships 34 years ago with the U.S. Open and later added the NBA, Wimbledon, and Formula 1, will launch its NFL agreement for the 2026 season. The leaguewide deal includes activations tied to the NFL Draft, a game in Melbourne, and an Oct. 25 contest in Paris. Beyond the NFL, American Express has also signed individual partnerships with the New York Jets, New York Giants, Atlanta Falcons, and Miami Dolphins, alongside additions to its “venue collection.” Executives say the brand’s focus is on personalized, member-oriented experiences.