American Express - Main Club Partner of Brighton & Hove Albion Football Club

As a significant employer in the city of Brighton & Hove and the wider Sussex area, American Express entered the sponsorship of Brighton’s new stadium back in 2011 when the club were still in the third tier of English football. The American Express Stadium, affectionately and widely known as the Amex, has since become a major landmark destination offering significant entertainment, educational and training benefits for the community.

The stadium Naming Rights sponsorship was quickly followed by a unique partnership with the club's official charity, the Brighton & Hove Albion Foundation (‘the Foundation’ - previously Albion in the Community). Programmes run through this joint partnership combine the power of football and fans’ passion for the Albion with the time, energy, and expertise of American Express colleagues to help local communities across Sussex.

The American Express Colleague Volunteer Programme, winner of several Best Corporate Social Responsibility awards, aims to have a positive impact on the community, by engaging beneficiaries in innovative learning initiatives and social inclusion programmes. Co-ordinated by the Foundation and supported by Amex volunteers, since launch, the partnership has provided over 35,000 volunteer hours impacting over 25,000 beneficiaries in Sussex.

What began as a local sponsorship of a football stadium has grown to encompass so much more, including sponsorship of the men’s, women’s and disability teams’ shirts since 2013, and in 2021 we announced a long term extension of our partnership with both the club and official charity. Now both the men’s and women’s teams compete in their respective top levels of football and we continue to be proud to share in their success, and of our partnership more broadly, which is based on shared values and a commitment to the local area.

American Express Cardmember Benefits

Cardmembers can purchase tickets to the American Express Lounge which comes with complimentary food and drink, premium match seating, a programme and parking (subject to availability). More information, and terms, are available at: https://www.americanexpress.com/en-gb/benefits/entertainment/events/brighton-and-hove-albion-football-tickets.

Our Work with the Brighton and Hove Albion Foundation

With a constantly changing and evolving external environment, it has never been more important for young people to leave school equipped with the skills and confidence that will help them thrive. However, many young people can struggle to engage with core subjects at school, and with their physical and emotional wellbeing.

American Express and the Brighton & Hove Albion Foundation are working together to help build essential skills and confidence amongst young people in Sussex through an innovative employee volunteer programme called ‘Learn Together, Play Together’, which includes a range of creative educational and physical activity projects – each supported by a hugely-committed, skilled and passionate team of volunteers from Amex.

In addition, American Express colleagues support the Brighton & Hove Albion Foundation throughout the year with fundraising activity.

Examples of projects include:

The Cross-Curriculum Albion Cup Event

In February 2024, 88 pupils from 11 schools across Sussex took part in the annual Cross-Curriculum Albion Cup event at the American Express Stadium (the Amex). Led by BHAFC Foundation qualified teaching staff, the school teams completed a series of timed football-themed challenges aligned to curriculum areas of numeracy, literacy, and STEM.

Twenty American Express volunteers worked with teams across the challenges, supporting pupils with key skills such as teamwork, communication, problem solving, confidence and resilience, as well as judging activities and recording team scores in timed tasks.

Amex colleague Taymor Zadeh from Hove (pictured above), who worked alongside the students from Summerlea said:

“Brighton is my hometown football club. To be able to volunteer and share my skills in a football-themed initiative was great fun. For many students, this was their first time at the Amex and their excitement was infectious. Getting students out of a classroom environment was a great way to inspire them to learn. Winning the Cup was an added bonus!”

Social Enterprise Challenge - Using Football to Inspire Students to Learn

At the start of 2024, 50 Sussex students were welcomed to a Social Enterprise Challenge celebration event at the Amex. The initiative gives young people an understanding of organisations with a social purpose, while learning key life-skills such as planning, communication and teamwork.

American Express colleagues worked with students at workshop sessions facilitated by BHAFC Foundation at their respective schools, supporting students gain valuable employment and presentation skills.

The celebration event saw students present their project ideas themed around the football club to American Express Senior Vice President Beverly Sawyers and the club’s Sustainability Manager, Tom Harris (pictured above). Ideas presented included a preloved football boots campaign, where donated boots could be redistributed within the community.

Girls Football to encourage more girls to play

Schools from across Sussex had the opportunity to play on the Community Pitch at the American Express Elite Football Performance Centre, Lancing. Led by BHAFC Foundation qualified coaches, the day consisted of skills-based football activities and friendly small-sided games.

American Express colleagues supported the event, assisted the coaches, and helped provide encouragement to participants. American Express arranged a surprise appearance from Brighton & Hove Albion Women’s Super League first team players: Katie Robinson, Maisie Symonds, and Elisabeth Terland (pictured) who took part in a Q&A about their football experiences and awarded medals to participants.

The Girls’ Football Day aims to introduce young girls to the sport in a fun, non-competitive environment, demonstrating that everyone can feel welcome in football. Tailored specifically for girls who might be new to football, or have limited experience, participants were identified by their school as showing an interest in learning more about the game but hadn’t the confidence to get involved before.

American Express: https://www.americanexpress.com/