AMERICAN EXPRESS: WNBA ALL-STAR WEEKEND 2024

AGENCY

Momentum Worldwide - 2024

SKILLS

Strategy, experiential strategy

SUMMARY

American Express tasked us with creating a footprint at the 2024 WNBA All-Star Weekend hosted in Phoenix, Arizona. The WNBA was at a pivotal moment— annual viewership up 170%, the rise of cross-cultural superstar Caitlin Clark, and superteams turning games into must-watch TV. We wanted to ensure our space channeled the excitement of this moment while celebrating league’s fiercely loyal fanbase.

American Express is all about delivering exceptional access to Card Members’ passions while offering practical, value-driven services. To bring this to life, we created “Unlock Their Inner Fandom,” an interactive quiz that revealed each guest’s unique fan profile. The experience celebrated the diverse reasons people love the WNBA—from die-hard basketball purists to those drawn to the league’s vibrant, collective community. On top of that, we provided perks throughout the weekend such as priority entrance lines and merch discounts for those on-site and at-home.