Amex Super Shot and Super Shot Fund

Client: American Express

American Express identified a significant growth opportunity among women aged 25-40 outside London: a highly valuable audience that was aware of the brand but less likely to see it as relevant to their lives and passions. Research revealed a strong connection between this audience and netball, the UK's largest female participation sport, while also highlighting a key cultural tension: despite its scale and athletic excellence, elite netball has often lacked the visibility and recognition afforded to other professional sports.

As the Netball Super League entered a new era of professionalism, Amex saw an opportunity to bring its brand promise of Powerful Backing to life through a partnership that would elevate the sport while delivering meaningful value to players, fans and communities. The result was the Amex Super Shot and Super Shot Fund. A first-of-its-kind integration into elite UK netball, the Amex Super Shot introduced a high-risk, high-reward scoring opportunity that increased excitement, showcased elite skill and placed Amex at the centre of the sport's most compelling moments. The Super Shot Fund extended that impact beyond the court, turning on-court brilliance into investment for grassroots netball and the future growth of the game. Activated across live matches, broadcast, digital, social and community channels, the programme created a powerful platform that connected elite performance with long-term impact. The partnership successfully increased engagement, enhanced the visibility of professional netball and demonstrated how sponsorship can both reward excellence and drive lasting change for the sport.