Following its longstanding strategy of using sponsorship to promote new products and demonstrate their benefits, American Express Co. has signed a handful of new ties on behalf of its new Zync charge card.

Zync—introduced in May—is aimed at consumers in their 20s and 30s. Its most notable feature is the 10 “packs” that users may select to customize their rewards points and other benefits according to their interests.

The packs carry names such as Go (travel perks), Style (retail rewards) and Eco (double Membership Rewards points at green merchants). Some are free while others cost $5, $20 or $25 a year on top of the card’s $25 annual fee.

Thus far, AmEx is using sponsorship to promote Zync through music tie-ins. The card’s Music pack offers double rewards points for purchases of concert tickets, as well as presale access to ducats for select concerts and music events.

AmEx presented a May 15 New York City concert by indie rockers The National to celebrate the launch of the card. The company activated by providing Zync cardholders the opportunity to purchase tickets before they went on sale to the general public.

The company has since expanded its presence in music by partnering with some of the country’s largest festivals, including Pitchfork Music Festival in Chicago, Mile High Music Festival presented by Kyocera in Denver, and the Austin City Limits Music Festival in Texas.

Zync also will present a series of concerts July 26-30 in New York City celebrating Spin magazine’s 25th anniversary. Participating acts include The Smashing Pumpkins, The Flaming Lips and Spiritualized.

In addition to new deals, AmEx also is leveraging existing ties to promote Zync. For example, Zync is hosting a pool party at Mercedes-Benz Fashion Week Swim in Miami and offering on-site swimwear fitting tips from couture retailer Nic del Mar.

AmEx is activating Zync’s partnerships through Facebook.

For example, the brand’s Facebook page hosts a promo for the Spin concert series offering the chance to win a trip to New York, receive backstage passes and VIP seating to each show, and interview the bands using a new Flip video cam. AmEx will post the winner’s interview footage on Facebook and on AmEx’s YouTube channel, while Spin will post it on

AmEx also will stream video of the New York concerts on the Zync Facebook page, and other locations in Spin’s network of music-related Web sites. The content will be available only to visitors who have “liked” Zync’s Facebook page.

“Music has always been at the core of how American Express connects with its cardmembers, and this partnership is a natural extension of that innovation,” said Mary Hines, vice president, Zync product management, in a statement. “Zync was designed with music lovers in mind, giving cardmembers unique music-related experiences that they can then share with their network of family and friends.”

“Music festivals have provided American Express the perfect platform to showcase their new Zync card to the younger, relevant demographic that these events attract,” said Todd Goldstein, president, AEG Global Partnerships. AEG produces the Mile High Music Festival and the Coachella Valley Music and Arts Festival, in Indio, Calif., where Zync hosted a VIP tent.

Deals done specifically for Zync are in addition to those that come from AmEx’s global sponsorship marketing department. The corporate department’s team includes Jessica Igoe, director of global sponsorship, Courtney Kelso, vice president of sponsorship marketing and Rich Lehrfeld, vice president of global sponsorship and access.