Amex cites sponsorship strategy for Gen Z credit card surge

Friday 14 November 2025 13.14

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The surge in the number of Millennials and Generation Z using American Express cards is “absolutely” due to the large number of sponsorships provided by financial service providers, he said.

The New York-headquartered card issuer states that more than 60 percent of Amex’s new global consumer card acquisitions “represent the Millennial and Gen Z generations,” something they attribute to their push in sports and music sponsorships.

American Express recently expanded into Formula 1, and will begin becoming the NFL’s official payment card partner starting in 2026. The company has long-standing relationships with the US Open, Wimbledon and NBA Championships, as well as Premier League club Brighton and Hove Albion, while gearing up for next weekend’s Las Vegas Grand Prix.

In entertainment, Amex is working with O2 owner AEG, which also runs BST Hyde Park, and is offering early access to tickets across the industry.

When asked if the sponsorship strategy was directly responsible for the surge in young customers, Amex Vice President for global brand sponsorships and experiential marketing Aaron Burke said: “Absolutely.”

“One of the main things we track is brand consideration among our card members and also among our prospects,” he added.

“There’s a direct connection that we tracked. We feel very confident about it and I’m not saying that just because it’s part of my store.”

American Express uses data to serve fans

A recent study found that 25 percent of Gen Z rely on their credit cards to help them get through financial emergencies.

This has caused the card market to become more competitive, with millions of young people looking to get their hands on one.

Burke narrated AM City that American Express is “very data-first” when it comes to translating partnerships into customers.

“So everything from the partners and partnerships that we identify and ultimately how we make it happen, it’s all based on what we understand from the fans in terms of what they want,” he added.

“A lot of the things people want across these properties are similar. They want different priority access, which is obviously something we’ve had for a long time as a brand, which we’ve been able to deliver on in all of these things.

“It provides things that alleviate problems, so an example is the inner ear radios we provide at Wimbledon and Formula 1. Providing [customers] greater access to the things they love doesn’t always mean a ticket.”