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Amex nets NBA extension

US multi-national finance services group American Express has renewed its deal with the NBA to continue as the basketball league’s official credit card, according to the Advertising Age website.

The terms of the deal were undisclosed but Amex’s director of sports marketing Michele Carr said the extension is “for the foreseeable future”.

Amex has served as the official credit card of the NBA since 2010 and is set to focus upon digital marketing across the league in the next phase of the partnership, as it looks to integrate advertising and marketing drives involving individual NBA franchises.

The NBA’s 2013 champion Miami Heat, along with the Los Angeles Lakers, Boston Celtics, Brooklyn Nets, Chicago Bulls and Washington Wizards all enjoy commercial partnerships with Amex.

“We'll figure out how those six teams and our league relationships come to life in a really big way for our customers and prospective customers,” Carr said.

Carr added that Amex is drawing up a “short list” of other sports and leagues it would like to sponsor, moving the company beyond its traditional sporting pillars of the NBA and the US Open golf and tennis events.