American Express Becomes a Global Sponsor of the Argentine National Teams, Expanding Its Relationship With the Argentine Football Association

Rhea-AI Summary

American Express (NYSE: AXP) and the Argentine Football Association (AFA) have expanded their sponsorship agreement, making Amex the Global Sponsor of the Argentine National Teams through 2026. The Men’s National Team, Women's National Team, and Youth National Teams are included in the deal. Amex Card Members will have early access to preferred seats and locations at Men’s National Team matches in Argentina and select international friendlies. The agreement aims to elevate the American Express brand globally and extend the benefits of membership to more people around the world. The AFA brand is now consolidated globally with more than 50 top-level commercial sponsors, and the expanded partnership will allow American Express Card Members to access exclusive experiences and be closer to their idols.

Insights

Market Research Analyst

The expansion of the sponsorship agreement between the Argentine Football Association (AFA) and American Express (AXP) has several implications for the business strategy and brand positioning of American Express. The partnership leverages the global appeal of the Argentine National Teams, particularly following their recent World Cup victory, which has significantly boosted their international profile.

From a market research perspective, the deal can be seen as a strategic move to tap into the fervent football fanbase in key growth markets like China, India and the United States. This deal will likely enhance American Express's brand visibility and customer engagement in these regions. The provision of exclusive experiences such as early access to preferred seating and meet-and-greet opportunities can be a powerful tool in driving customer loyalty and differentiating the American Express card from competitors.

Furthermore, the association with a successful and popular sports entity can have a halo effect on the brand, potentially influencing consumer perceptions positively. This is particularly relevant in the premium credit card segment, where brand affiliation plays a significant role in consumer choice.

Brand Strategy Expert

The collaboration between AFA and American Express extends beyond traditional sponsorship and enters the realm of experiential marketing. American Express is known for offering card members unique experiences and this expanded sponsorship aligns with that ethos. By providing access to exclusive events and personal interactions with football stars, American Express is reinforcing its brand promise of delivering exceptional value to its customers.

This strategy is particularly effective in strengthening brand loyalty among existing customers while also attracting new customers who seek these unique experiences. The emphasis on exclusive access and premium experiences is consistent with American Express's positioning as a provider of luxury services. The association with a globally recognized sports team can also serve to enhance the prestige of the American Express brand.

It is important to note that such sponsorships are typically long-term investments in brand equity and the immediate financial impact may not be directly observable. However, the positive brand association and increased customer engagement can lead to higher card usage rates and customer retention over time, which are critical metrics for American Express's success.

Sports Marketing Specialist

The strategic partnership between American Express and the AFA can be analyzed through the lens of sports marketing. The integration of American Express into the fabric of the football experience creates a strong emotional connection with fans, which is a cornerstone of effective sports marketing. By associating with a high-profile team such as the World Champion Argentine National Teams, American Express taps into the passion and loyalty of football supporters.

The timing of this sponsorship expansion is particularly advantageous, capitalizing on the heightened visibility and excitement surrounding the Argentine teams post-World Cup. This could translate into increased global exposure for American Express during international matches and tournaments where the Argentine teams participate. The focus on providing card members with the opportunity to engage with the teams in various countries underscores the importance of localized marketing efforts within a global framework.

The sports marketing angle also emphasizes the significance of leveraging major sports events to drive brand engagement. As such, American Express's investment in this sponsorship should be monitored for its effectiveness in enhancing the brand's market share and global presence, especially in the context of the competitive financial services industry.

NEW YORK--(BUSINESS WIRE)-- The Argentine Football Association (AFA) and American Express (NYSE: AXP) celebrated an expansion of their sponsorship agreement today at Amex's New York headquarters. American Express became a Global Sponsor of the Argentine National Teams through 2026, including the World Champions (Men’s National Team), Women's National Team, and Youth National Teams.

American Express and Argentine Football Association announce expanded sponsorship. From left to right: Pablo Diaz, AFA; Lisandro Delfino, American Express; Lionel Scaloni, AFA; Leandro Petersen, AFA; Mohammed Badi, American Express (Photo: American Express)

The presentation of the agreement had the notable presence of the coach of the Argentine National Team, Mr. Lionel Scaloni.

Through the expansion, American Express Card Members around the world will have early access to preferred seats and locations at the Men’s National Team matches in Argentina and select international friendlies. In addition, American Express plans to offer to select Card Members opportunities to participate in meet and greets and training sessions, on a limited basis.

In addition to their outstanding sporting achievements, the Argentine National Team has transcended Argentina's borders gaining millions of fans worldwide, especially in China, India, and the United States, some of the countries where the Argentine National Team are expected to play this year.

In relation to this announcement, Claudio Tapia, President of AFA, said: "It is important to highlight the global expansion we have achieved today with a company like American Express. We are proud of the support and trust that Amex is giving us as the Global Sponsor of the National Teams. For AFA, it is essential to continue adding the support of companies of this level, and we are proud to announce this expansion at the Amex headquarters in the United States. We thank American Express and the entire management team, and we are confident that we will continue building a successful sponsorship for both of us”.

Mohammed Badi, President of Global Network Services at American Express, said: "Our expanded sponsorship of the Argentine National Team will elevate the American Express brand globally and extend the benefits of membership to more people around the world. We look forward to cheering them on and will be by their side as the team continues its success following the World Cup win in 2022.”

In regard to the importance of this agreement for the AFA brand, Leandro Petersen, AFA's Commercial and Marketing Manager, said: "The sponsorship, which we are celebrating in New York, is a testament to the global reach of the AFA brand in strategic territories such as the United States, the Middle East, China, and India, where we reaffirm our leadership day after day. The AFA brand is now consolidated globally with more than 50 top-level commercial sponsors. This agreement will allow American Express Card Members to access exclusive experiences and be closer to their idols, one of the objectives pursued by AFA.”

Lisandro Delfino, Vice President of Global Network Services Latin America at American Express added: "I am thrilled that a sponsorship born in Argentina has expanded so quickly to the rest of the world. The extension of this agreement is proof that American Express continues to find ways to bring our Card Members closer to their passions, while creating experiences that make football even more enjoyable when you’re with Amex."

ABOUT AMERICAN EXPRESS

American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, instagram.com/americanexpress, linkedin.com/company/american-express, X.com/americanexpress, and youtube.com/americanexpress.

Key links to products, services and corporate sustainability information: personal cards, business cards and services, travel services, gift cards, prepaid cards, merchant services, Accertify, Business Blueprint, Resy, corporate card, business travel, diversity and inclusion, corporate sustainability and Environmental, Social, and Governance reports.

Location: U.S. and Argentina

View source version on businesswire.com: https://www.businesswire.com/news/home/20240206674987/en/

MEDIA CONTACTS:

American Express: Jorge Guevara, Vice President, Corporate Affairs & Communications LAC, jorge.guevara@aexp.com

Source: American Express Company

FAQ

What is the expanded sponsorship agreement between American Express and the Argentine Football Association about?

The expanded sponsorship agreement makes American Express the Global Sponsor of the Argentine National Teams through 2026, including the Men’s National Team, Women's National Team, and Youth National Teams.

What benefits will Amex Card Members receive from the expanded sponsorship agreement?

Amex Card Members will have early access to preferred seats and locations at Men’s National Team matches in Argentina and select international friendlies. They will also have opportunities to participate in meet and greets and training sessions on a limited basis.

What is the goal of the expanded sponsorship agreement for American Express?

The agreement aims to elevate the American Express brand globally and extend the benefits of membership to more people around the world.

How many top-level commercial sponsors does the AFA brand have globally?

The AFA brand is now consolidated globally with more than 50 top-level commercial sponsors.