The news: American Express is deepening its fan experience for members at the US Open, per a press release.

Tennis fans will be able to play digital interactive team games, get complimentary phone chains and charms, and sip an exclusive cocktail, The Moët Serve.

Platinum and Centurion members will be able to access on-site lounge benefits. 

How we got here: American Express has invested in key on-site activations at major sporting events.

• Amex is the NFL’s 2026 payment partner and hosted pop-ups for cardholders at the NFL Draft.
• It also runs the Fanatics co-brand card on its network and hosted an activation at Fanatics Fest.

Why this matters: Experiential rewards have emerged as Amex’s secret sauce to attracting and retaining new young cardholders—the average age of new Platinum and Gold cardholders sits at 33 and 29, respectively, CFO Christophe Le Caillec said during Amex’s Q4 2025 earnings call. 

Millennials and Gen Zers also make up the largest share of Amex’s US consumer spending, making it important for Amex to gear experiences toward places where their most voracious shoppers want to spend.

Implications for issuers: Consumers are willing to spend for exclusive experiences and status, and partnering with brands like major sporting franchises and concert arenas can help turn issuers to brokers of unforgettable memories.

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