NBA fans love to wear their favorite players’ jerseys. And at approximately $200 each, they aren’t cheap. No wonder fans are distraught when their favorite player changes teams—in the NBA, 70% of players changed teams in 2018, alone.

In partnership with the NBA and Fanatics (the USA’s largest jersey retailer), American Express Jersey Assurance was launched – the first ever year-long protection plan for NBA jerseys, exclusively for American Express Card Members. Now, when an NBA player changes teams, fans can change their jerseys, for free, for up to a year – turning sports disloyalty into brand loyalty.

American Express partnered with Fanatics, the USA’s largest jersey retailer, and the NBA to create American Express Jersey Assurance, the first-ever year-long protection plan for NBA jerseys, exclusively for American Express Card Members.

When NBA players switch teams, fans can now exchange their jerseys for free, for up to a year - turning a disappointed fan, into a loyal Card Member.

NBA player movement from team to team is happening more than ever. Between April and June 2018, five of the top 15 selling NBA jerseys were of players who changed teams. Aside from the NBA finals, offseason transactions—NBA Draft, trades, and free agency—were the second most discussed topic among NBA fans, averaging over 3MM mentions per offseason.

In fact, 1 in 4 fans say their primary concern when purchasing a jersey is the player changing teams. NBA fans can be hesitant to invest in a jersey, out of concern their favorite player might leave. As the Official Card of the NBA, we added a new commerce benefit to our arsenal to alleviate some of fans’ angst. We transformed a very real fan pain point into a way we have our fans’ backs.

American Express Jersey Assurance launched in 2018. The innovative protection program provided an always-on, tangible benefit for NBA fans. The campaign – including TV, print, social and live-game broadcast - began around the 2018 NBA Trade Deadline, and was deployed around critical NBA heat moments involving player movement.

American Express Jersey Assurance underpinned American Express’ global brand platform: “Powerful Backing,” and turned disappointed fans into loyal Card Members. The program has generated outstanding results:

- 23% increase in likelihood to recommend Amex

- 24% boost in NBA fans’ opinion of Amex

- 23% uplift in perception of how Amex delivers the best NBA experience

- 40% increase in total awareness of the Jersey Assurance benefit

- 100% (double) increase in Card Members’ opinion of Jersey Assurance’s value

- +270MM media impressions

- +25MM earned social impressions