![American Express is using Olivia Rodrigo concerts and F1 to attract Gen Z in its long-neglected European market](https://fortune.com/img-assets/wp-content/uploads/2024/08/GettyImages-2166204530-e1723835061608.jpg?w=2048)
American Express is using Olivia Rodrigo concerts and F1 to attract Gen Z in its long-neglected European market
FortuneThe credit card group says exclusive events means the vast majority of new American Express cards are taken up by young consumers.