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In 1993, tennis champs Steffi Graf and Pete Sampras took home the championship trophies at the U.S. Open. That’s also the first year financial services company American Express partnered with the United States Tennis Association (USTA) to sponsor the event. Amex has stayed a sponsor ever since—25 years and counting. But a long stretch like that can present a challenge: How to keep the brand top of mind with fans who see the Amex badge year after year, and might not notice anymore?
This year, Amex