American Express has revealed a dramatic surge in younger customers taking out their credit cards, with the financial giant directly attributing this success to its aggressive sports and entertainment sponsorship strategy.
The Sponsorship Connection
According to Aaron Burke, Vice President of global brand sponsorships and experiential marketing at American Express, over 60 per cent of their new global consumer card acquisitions now come from Millennials and Generation Z. When questioned whether the company's sponsorship approach was directly responsible for this jump in younger customers, Burke's response was unequivocal: "Definitely."
The New York-headquartered card issuer has been expanding its presence across major sporting events, including recent moves into Formula 1 and securing a position as the NFL's official payment card partner from 2026. Their established partnerships include prestigious events like the US Open, Wimbledon Championships, and NBA games, along with their association with Premier League club Brighton and Hove Albion.
Data-Driven Fan Engagement
Burke explained that American Express takes a "very data led" approach to converting partnership opportunities into loyal customers. "Everything from the partners and the partnerships that we identify and ultimately how we deliver is all based on what we understand from fans in terms of what they want," he told City AM.
The company carefully tracks brand consideration among both existing card members and potential customers, with Burke confirming they've established "a direct link that we track" between sponsorship activities and customer acquisition.
Rather than simply offering ticket access, American Express focuses on delivering experiences that "alleviate pain points" for fans. Examples include providing inner-ear radios at Wimbledon and Formula 1 events, enhancing the overall spectator experience beyond mere attendance.
Competitive Youth Market Dynamics
The push for younger customers comes at a crucial time in the financial services sector. Recent research indicates that 25 per cent of Gen Zers rely on credit cards to navigate financial emergencies, creating a highly competitive market as millions of young people seek financial products.
In the entertainment sector, American Express leverages its partnership with O2 owner AEG, which also operates BST Hyde Park, to offer early access to tickets across the industry. This priority access strategy builds on the company's long heritage of providing exclusive benefits to cardholders.
As Burke emphasised, their approach isn't just about selling financial products but "delivering greater access to the things they love" for younger consumers who value experiences and exclusivity in their financial relationships.
