Partnership between AEG and American Express Strengthens Globally, Enhancing Team Collaborations
American Express and AEG Extend and Expand 20-Year Partnership
In a move to offer enhanced access and special experiences to its cardholders, American Express (Amex) and AEG have extended and expanded their 20-year partnership. This new agreement covers all five verticals of AEG's business: venues, festivals, touring, the AXS ticketing platform, and sports teams.
The partnership, AEG's largest annual partnership in both revenue and breadth of AEG assets covered, makes American Express the official payment partner at over 40 marquee AEG venues across four continents. This includes iconic arenas like Crypto.com Arena (Los Angeles), The O2 (London), and Uber Arena (Berlin).
Amex cardholders can look forward to benefits such as the American Express Venue Collection. This programme offers eligible cardmembers special ticket access, dedicated entrances, concession offers, and signature branded lounges, like the American Express Lounge at The O2, Centurion Suite at Crypto.com Arena, and Stadium Club at Dignity Health Sports Park.
The expanded partnership also continues Amex's sponsorship of AEG-owned teams, the LA Kings (NHL) and LA Galaxy (MLS), enhancing fan engagement for sports audiences. Integration with AEG's technology platforms like AXS ticketing aims to improve personalization, digital fan engagement, and ease of access for cardholders.
In addition, Amex cardmembers will receive exclusive perks and experiences at major festivals produced by AEG Presents, such as Coachella, Stagecoach, BST Hyde Park, All Points East, and more. These perks include offers, merchandise, and onsite activations connecting fans closely to music and entertainment.
The partnership targets engagement with younger demographics such as Gen Z and Millennials by delivering memorable and meaningful entertainment moments tailored to their preferences. American Express chairman Stephen Squeri announced a refocus on the premium credit card segment and stated that the company is enriching value propositions with more benefits and offerings.
Elizabeth Rutledge, American Express chief marketing officer, stated that 60% of Gen Zers consider themselves superfans. This partnership aims to create a consistent American Express brand experience from ticket purchase to post-event, offering a 360-degree messaging approach for fans and festival-goers.
The multiyear expansion was announced in prepared remarks on an earnings call last month (July 18). American Express continues to work on evolving its suite of experiences and benefits to set the competitive standard in the premium credit card segment.
[1] American Express Newsroom, (2022), American Express and AEG Expand and Extend 20-Year Partnership. Available at: https://about.americanexpress.com/news/american-express-and-aeg-expand-and-extend-20-year-partnership
[2] AEG Press Room, (2022), American Express and AEG Announce Multiyear Expansion of Partnership. Available at: https://www.aegworldwide.com/press-center/american-express-and-aeg-announce-multiyear-expansion-of-partnership
[3] Variety, (2022), American Express and AEG Extend and Expand Longstanding Partnership. Available at: https://variety.com/2022/biz/news/american-express-aeg-partnership-1235320447/
- People, particularly Gen Z and Millennials, can look forward to more memorable and meaningful entertainment experiences as American Express extends and expands its 20-year partnership with AEG.
- The partnership between American Express and AEG, AEG's largest annual partnership in both revenue and breadth of AEG assets covered, involves mergers in finance and business, assembling all five verticals of AEG's business.
- The expanded partnership between American Express and AEG, with the integration of AEG's technology platforms like AXS ticketing, aims to improve personalization, digital fan engagement, and ease of access for cardholders, transforming how transactions occur in sports and entertainment.
