AXP · News · 20260825N

Strategic Loyalty Initiatives

AMERICAN EXPRESS CO · 2026-08-25 · Importance 31 · Surprise 42

American Express is using exclusive sports experiences and access, rather than rewards alone, to strengthen card-member loyalty. Chief Marketing Officer Elizabeth Rutledge said the company views itself as being in the business of membership and seeks to make financial products part of a broader lifestyle relationship. Nearly 80% of U.S. card members are described as sports fans, supporting the company’s continued sports-focused engagement strategy.