AXP's Big Game Plan: Turning Stadium Cheers Into Card Swipes

American Express Company AXP is doubling down on sports and entertainment through new partnerships that deepen its presence across major U.S. stadiums and professional teams. It will become the official payments partner of stadiums and teams like MetLife Stadium, Mercedes-Benz Stadium, the New York Giants, the New York Jets and the Atlanta Falcons. The move underscores AXP’s broader strategy of linking its payments ecosystem with premium experiences that resonate with its affluent customer base.

The partnerships will integrate these venues into the American Express Venue Collection, enabling eligible cardholders to snag presale tickets, exclusive deals and even statement credits for concessions. These perks will begin rolling out at Mercedes-Benz Stadium during the spring event season and at MetLife Stadium ahead of the upcoming NFL season. By embedding its payment network into the live-event ecosystem, the company is positioning itself to capture higher card spending during game days, potentially supporting transaction volumes and reinforcing its premium card franchise.

The strategy aligns with AXP’s long-standing focus on lifestyle benefits and loyalty-driven growth. Historically, partnerships in sports and entertainment have been effective tools for attracting and retaining customers, especially among affluent consumers who appreciate exclusive access and tailored experiences. AXP’s processed volumes rose 10% year over year in fourth-quarter 2025.

The new agreements also build on AXP’s previous collaborations with Hard Rock Stadium and the Miami Dolphins, helping to extend its presence in key sports markets across the United States. By blending payments with entertainment access, the company is effectively turning moments of fan excitement into stronger card engagement and long-term customer retention.

How Are Competitors Faring?

Some of AXP’s competitors in the payments space include Mastercard Incorporated MA and Visa Inc. V.

Mastercard actively participates in the entertainment world with a bunch of exciting initiatives. Its Priceless platform offers its eligible cardholders exclusive access to events, VIP experiences and top-notch seats. Mastercard’s purchase transactions rose 9.1% year over year in the fourth quarter of 2025.

Visa is deeply engaged in the space of entertainment and sports through various sponsorships and partnerships. It serves as a global payment partner for major events like the Olympic and Paralympic Games, the FIFA World Cup, Oracle Red Bull Racing and many other events. Visa's payments volume increased 8% year over year on a constant-dollar basis in the first quarter of fiscal 2026.

American Express’ Price Performance, Valuation & Estimates

Shares of AXP have risen 12.9% over the past year against the industry’s decline of 15%.

From a valuation standpoint, American Express trades at a forward price-to-earnings ratio of 17.34X, up from the industry average of 10.16X. AXP carries a Value Score of B.

The Zacks Consensus Estimate for American Express’ 2026 earnings is pegged at $17.50 per share, implying a 13.8% jump from the year-ago period.

AXP currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

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This article originally published on Zacks Investment Research (zacks.com).

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