Forget Free Flights, This Card Could Make You an NBA Benchwarmer

A startup is hoping to bring the same co-brand card enthusiasm that consumers have for hotel points and airline miles to the world of pro sports, starting with the Cleveland Cavaliers.

Instead of flights and resort stays, perks could include basketballs autographed by the team or the chance to be an “honorary benchwarmer” as players warm up before a game, according to Nic Barlage, president of business operations for Cleveland’s National Basketball Association franchise.

Behind the scenes, the Cavaliers card will be managed by Cardless, a startup founded last year by a pair of Stanford University graduates, Michael ...