We are rounding up the top partnership business examples for your learning. From American Express to Kendall Jenner to Van Leeuwen we are going to cover the top reasons and partnerships.
Van Leeuwen X American Express
Summary of the AMEX X Van Leeuwen Partnership
The partnership between American Express and the US Open Tennis Championships is a long-standing collaboration that has lasted over 30 years, highlighting the synergy between the two iconic brands. As the Official Payments Partner of the tournament, American Express has consistently elevated the fan experience through exclusive, interactive activations that go beyond traditional sponsorship.
Each year, American Express provides unique experiences at the USTA Billie Jean King National Tennis Center, such as a fan zone with activities like tennis ball customization, gaming stations, and artistic installations. These activations not only increase brand visibility but also build deeper connections with consumers. By aligning with one of the world’s most prestigious sporting events, American Express reinforces its image as a premium and customer-focused brand.
Pre-Event Buzz that is Free (mostly)
The collaboration on a limited-edition “Match Point Chip x Amex” ice cream flavor showcases American Express’s creative approach to brand integration. The ice cream truck pop-up in New York City before the event generated excitement and buzz, positioning American Express as a brand that innovatively blends sports and lifestyle elements to connect with consumers in unexpected, delightful ways.
Loyalty through Exclusive Experiences
The Card Member Lounge and exclusive access to create-your-own Ralph Lauren merchandise highlight the premium value American Express offers its customers. These benefits underscore the brand’s commitment to providing cardmembers with not just financial services, but lifestyle perks that add tangible value, fostering long-term loyalty.
Brand Positioning
By working with a brand that is young and cool like Van Leeuwen, American Express gets some lifestyle points with the younger crowd. They also get to support "small business" which is core to their central values as a company. They also get to align with a sport that is connecting with people of all ages throughout the country.
Van Leeuwen Strategic Benefits
Van Leeuwen faces strong competition from Jeni's, Milk Bar, and many more brands in the ice cream aisle. This partnership authenticates the brand as legitimate by showing up at an event as large as this with a sponsor like American Express. It also gets to bring some light to a new flavor which hopefully helped move it's mix of business for Van Leeuwen. They could have leveraged this as an experience for their most loyal DTC customers or integrated members from local ice cream stores.
Either way this is smart customer acquisition on Van Leeuwen's part assuming they did not have to pay an obscene amount to participate.