Visa to End NFL Partnership as American Express Takes Over in 2026

Visa Inc. has announced it will conclude its league-wide sponsorship with the National Football League (NFL) upon the contract's expiration in March 2026, ending a partnership that began in 1995. This decision marks a significant shift in Visa's marketing strategy, as the company plans to redirect its efforts toward collaborations with individual NFL teams, players, and content creators to offer more personalized and fan-centric experiences.

Concurrently, American Express will assume the role of the NFL's official credit card sponsor through a seven-year agreement valued at approximately $910 million. This transition underscores the evolving landscape of sports sponsorships, where companies are moving away from traditional league-wide deals toward more targeted and flexible marketing approaches.

Visa's partnership with the NFL has been one of the league's most enduring corporate relationships. The collaboration included various marketing initiatives such as exclusive cardholder benefits, in-stadium promotions, and advertising campaigns featuring NFL branding. In 2009, Visa renewed its sponsorship for another five seasons, emphasizing the value of the partnership in connecting with a passionate audience and delivering key messages of convenience, acceptance, and security. source

Frank Cooper, Visa's Chief Marketing Officer, cited the escalating costs of sports rights and the desire for a more flexible, fan-focused marketing approach as primary reasons for this transition. He stated, "We love the NFL... but we decided there was a better way for Visa beyond acquiring the NFL league rights," emphasizing the opportunity to build fan-focused content and experiences.

Visa intends to concentrate on leveraging its global rights to major upcoming sporting events, including the 2026 FIFA Men's World Cup, the 2027 Women's World Cup in Brazil, and the 2028 Los Angeles Olympic and Paralympic Games. These events provide Visa with opportunities to implement its innovative fan-first model on a global scale. source

American Express's new role as the NFL's credit card sponsor represents a significant expansion of its involvement in professional football. The seven-year deal, valued at approximately $910 million, underscores AmEx's commitment to leveraging sports sponsorships to connect with a broad consumer base. This partnership aligns with AmEx's history of strategic sponsorships aimed at enhancing brand visibility and customer engagement. source

The transition of the NFL's credit card sponsorship from Visa to American Express signifies a notable shift in the financial services industry's approach to sports sponsorships. For Visa, this move allows the company to allocate resources toward more flexible and targeted marketing strategies, potentially leading to deeper engagement with specific fan segments.

For American Express, securing the NFL sponsorship aligns with its history of strategic partnerships aimed at enhancing brand visibility and customer engagement. The substantial investment indicates confidence in the NFL's value as a marketing platform and suggests that AmEx views this partnership as a means to strengthen its position in the competitive credit card market.

Overall, these developments reflect the evolving landscape of sports marketing, where personalization and fan engagement are becoming increasingly important. Companies are recognizing the need to adapt their strategies to meet changing consumer preferences and to maximize the impact of their sponsorship investments.