AEG and American Express Expand Global Partnership, Expanding to Music, Sports, Ticketing, and Live Entertainment

AEG and American Express have expanded their long-standing partnership, growing their alliance across music, sports, ticketing, and live entertainment. American Express will be AEG's official payment partner across 40 marquee assets and four continents, making this AEG's largest annual partnership. The deal includes access to top artists and events, festival perks, exclusive merchandise, and onsite experiences. American Express will also continue to be a partner of two of AEG's sports teams and the AXS global ticketing platform.

AEG and American Express have announced a significant expansion of their long-standing partnership, which now encompasses music, sports, ticketing, and live entertainment across 40 marquee assets and four continents. This renewal, which marks more than two decades of collaboration, positions American Express as AEG's official payment partner, making it AEG's largest annual partnership [1][2].

The agreement extends Amex's sponsorship of AEG-owned Los Angeles Kings (NHL) and Galaxy (MLS) for multiple years and includes access to top artists and events. Amex cardholders will enjoy exclusive festival perks, including merchandise, offers, and onsite experiences at major events like Coachella and All Points East festival [1].

American Express will also continue to be a partner of the AXS global ticketing platform, which plays a central role in how card members engage with live events. The partnership aims to deliver a 360-degree fan experience, from presales to post-event engagement [2].

Russell Silvers, president and COO of AEG Global Partnerships, highlighted the evolution of the partnership, stating, "They have evolved from being a singular partner of ours to really taking this to the next evolution of what this partnership and relationship is, which is a multi-vertical, global integration. Both sides are really focused on the fan experience" [1].

Elizabeth Rutledge, Chief Marketing Officer at American Express, emphasized the strategic importance of the partnership, "Our refreshed strategy focuses on enriching our value propositions with more benefits and offerings in areas of our customers—the areas that our customers value most at a price point that delivers outstanding value" [1].

This renewal underscores the commitment of both companies to enhancing fan experiences and delivering meaningful value. Together, they continue to set the standard for what's next in live entertainment, unlocking new dimensions of fandom and advancing the industry's access, technology, and cultural relevance [2].

References:
[1] https://www.sportico.com/business/sponsorship/2025/aeg-american-express-partnership-sports-1234866179/
[2] https://www.businesswire.com/news/home/20250807912225/en/AEG-and-American-Express-Expand-Global-Partnership-Growing-More-Than-20-Year-Alliance-Across-Music-Sports-Ticketing-and-Live-Entertainment