American Express continues long-standing relationship with Venus Williams in 2018 US Open ad campaign
Entering the 25th year of its partnership with the United States Tennis Association (USTA), American Express have announced a range of onsite benefits and experiences for Card Members and fans attending the 2018 US Open Tennis Championships at the USTA Billie Jean King National Tennis Center in Queens, New York.
To enhance the overall end-to-end fan experience, the credit card brand will launch new services such as the Amex Band, a contactless payment wristband that allows eligible Card Members to pay for purchases and unlock unique benefits with a tap of the band.
In addition, it is creating an interactive tennis experience called Super Rally and will also open a Centurion Suite at the new Louis Armstrong Stadium. Finally, the brand is continuing its long-standing relationship with four-time US Open champion Venus Williams as part of the brand’s 2018 US Open advertising campaign.
“Whether you are a casual fan or have been attending the US Open for a decade, our goal is to deliver essential benefits and innovative experiences that enhance the overall Championship experience and reflect our brand’s best-in-class service platform,” said Deborah Curtis, Vice President, Global Experiences and Partnerships, American Express.
“Our partnership with the USTA is a prime example of how we are backing our Card Members and fans alike across their biggest passion points and favourite cultural events.”
This year, the USTA has introduced more contactless payment options throughout the US Open experience. As the Official Payments Partner, the brand is launching the Amex Band, a contactless payment option for eligible Card Members, which lets Card Members pay for purchases and unlock experiences with the tap of their wrist.
Card Members can pick up and activate their Amex Band (one eligible American Express Card per band) at a number of locations at the US Open including the US Open American Express Fan Experience, South Plaza and American Express Radio Satellite Booths.
Once activated, with a simple tap, Card Members can use the Amex Band to seamlessly purchase concessions (restaurants, suites and mobile carts excluded) and merchandise from accepting merchants; access the American Express Card Member Club and exclusive merchandise for purchase in the US Open American Express Fan Experience; access the Centurion Suite in Louis Armstrong Stadium (exclusively for Platinum and Centurion Card Members); pick up complimentary American Express Radios and mobile phone chargers; purchase a customised Polo, water bottle and tote bag with four Amex-exclusive Polo Ralph Lauren designs at the American Express Exhibit in South Plaza; get US$20/£15.6 back after spending US$100+/£77.9+ in one or more transactions on-site at participating merchants at the US Open, if eligible for the US$20 offer.
To showcase the Amex Band and its other experiences and benefits, the brand partnered with tennis legend Venus Williams for a social and digital content series that highlights everything Amex has to offer at the championships.
The series builds excitement for the tournament experience and reminds fans that no matter how you play the US Open, American Express has your back. Fans can view this content on American Express-owned social channels, with support from the United States Tennis Association and Williams as well.