American Express Expands NBA Ties As It Courts Experience Focused Cardholders

Simply Wall St

Wed, February 11, 2026 at 10:13 AM GMT+9 2 min read

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  AXP

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American Express (NYSE:AXP) renewed and expanded its multiyear partnership with the NBA, WNBA, NBA G League, USA Basketball, and NBA Take-Two Media.

The deal introduces new fan benefits and exclusive perks for American Express card members tied to these basketball properties.

The expanded agreement adds more leagues and program elements focused on live experiences and digital engagement for basketball fans.

For NYSE:AXP, this move sits at the intersection of payments, entertainment, and loyalty. Major sports tie ups can be a way to keep the brand visible with consumers who spend heavily on travel, dining, and experiences. As leagues build global audiences and more spending shifts to digital channels, these partnerships can serve as an important touchpoint for card usage and engagement.

Looking ahead, investors may watch how American Express translates these fan perks into measurable customer behavior, such as card adoption, spending patterns, and retention across different age groups. A key consideration is how effectively this basketball ecosystem partnership helps the company remain relevant with younger, more sports focused consumers who are choosing between multiple payment and rewards platforms.

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NYSE:AXP Earnings & Revenue Growth as at Feb 2026

How American Express stacks up against its biggest competitors

Quick Assessment

**⚖️ Price vs Analyst Target**: At US$363.20 vs a consensus target of about US$374.80, the share price sits roughly 3% below analyst expectations.

**⚖️ Simply Wall St Valuation**: Simply Wall St assesses American Express as trading close to its estimated fair value.

**❌ Recent Momentum**: The stock has had a 30 day return of about 3.3% decline.

Check out Simply Wall St’s in depth valuation analysis for American Express.

Key Considerations

📊 The expanded basketball partnership keeps American Express in front of fans who are heavy spenders on experiences, which speaks directly to its premium brand and rewards model.

📊 Watch for any commentary on card acquisition, spend per card, and engagement from younger and sports focused customers tied to these perks.

⚠️ Marketing and sponsorship spending needs to be weighed against earnings and margin trends, especially given the company already carries a high level of debt.

Dig Deeper

For the full picture including more risks and rewards, check out the complete American Express analysis.

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_ This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned._

Companies discussed in this article include AXP.

Have feedback on this article? Concerned about the content? Get in touch with us directly._ Alternatively, email editorial-team@simplywallst.com_

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