Alliance Data (AD) announced their new co-brand credit card with the National Football league. It is a big deal for the Columbus, Ohio firm. Not so much of a big deal for Barclaycard, who previously owned the relationship.
In retrospect, it is a big deal for Barclaycard, who recently lost at least two other big co-brand deals. The Apple card, is now a headline feature for Goldman Sachs; GS also outmaneuvered Barclaycard on the GM co-brand, another trophy-name in credit card co-brands.
For more information on co-branded credit cards, see Mercator’s recent report, Co-branded Credit Cards: Reinventing Themselves Post Covid Losses.
The new card is an interesting development for Alliance Data, whose focus is typically on retailers. At a time when retailing is under stress, Alliance Data’s move makes sense. AD recently announced the spin-off of their Loyalty One business, where they managed the Canadian Air Miles program. The timing was perfect for that move, especially since Chase just announced a new Air Canada card.
Like the old program, Alliance Data members can align their card with the Super Bowl LV winners, the Tampa Bay Buccaneers, or 31 other NFL teams. Perhaps, someday, there will be a Tom Brady co-brand.
Overview by Brian Riley, Director, Credit Advisory Service at Mercator Advisory Group
