Here’s a bold statement: the future of sports partnerships 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 focus on mainstream sports and highlights the growing importance of women’s athletics. And this is the part most people miss: 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 events like NBA Tip-Off and NBA G League Tip-Off, and as the presenting partner for content across NBA, WNBA, G League, USA Basketball, and NBA Take-Two Media social channels. Oh, and did we mention they’re also the title partner for the NBA halftime show, ‘American Express At the Half,’ on NBC and Peacock? But it doesn’t stop there. American Express is launching a connected member program with NBA ID, the NBA’s free membership platform, to bring fans closer to the game. Here’s the controversial question: Is this just a smart business move, or is American Express genuinely committed to elevating underrepresented sports communities? Let us know your thoughts in the comments. Either way, this partnership is a slam dunk for diversity and inclusion in sports, and it’s setting a new standard for how brands can make a meaningful impact.
