American Express sports sponsorships include Wimbledon, the US Open and Brighton and Hove Albion

The surge in Millennials and Gen Zers taking out American Express cards is “definitely” down to the financial services provider going big on sponsorship, it says.

The New York-headquartered card issuer states that over 60 per cent of Amex’s new global consumer card acquisitions “represent Millennials and Gen Z”, something they attribute to their drive in sport and music sponsorship.

American Express recently expanded into Formula 1 , and will begin as the NFL’s official payment card partner from 2026. The company has long associations with the US Open, the Wimbledon Championships and in the NBA, as well as Premier League club Brighton and Hove Albion, while it is gearing up for the Las Veg

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