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Loyalty system part 2: Anchor the culture with the name, the levels and the communication


If you have read Part 1 of our loyalty system, you will hopefully have the insight about the main keys to a loyalty system:


1. Create stronger relationships with the audience

2. Name the loyalty system, use fun levels and points

3. Use rewards




In this post, we will show some examples of clubs that have implemented loyalty systems and how they have anchored it with the club.


One of the first clubs to implement loyalty system was Seattle Sounders FC, a football team from the American football league MLS. They also gave it a unique name, MatchPass, which we addressed as an important aspect in Part 1. Watch the video below to get a feel for how it works



The idea was initially to exchange the physical match ticket for a digital one, which has since been developed into an integrated app for their loyalty program. Fans can simply get rewards of various kinds, which encourages fans to be active with their football club. Impressively, MatchPass has resulted in the following as Bas Schnater writes:


”The MatchPass resulted in higher food & beverage spendings, a smaller carbon footprint and lower postage costs"



Use different levels - Sydney Roosters



Here we have a team that has really applied the methodology around using different levels of loyalty. The purpose of this is to respect their members and highlight how important they are. Sydney Roosters focuses on how valuable the audience's commitment is to the club. Each member will be divided into different levels based on the number of years in a row that they have been members of the club. If you do not renew your membership during a certain season, the level and membership length will be restored to "first year member". Thus, the longer you stay as a paying member, the higher the level of the loyalty program and the better membership benefits.


Anchor the culture with the name, the levels and the communication


Legia Warzawa, a football club in the highest league in Poland. They have a history in the military and have applied this culture to their loyalty program called Legiony. Their goal with the program is to increase the audience for each match. For each match you go to, the more points you get. But you can also collect points via purchases at the club or via purchases at the club's partners. For each new level you can reach, you go up in rank according to the military hierarchy. From the beginning you are Private and the highest rank is Colonel. In the end, fans receive offers and rewards that cannot be bought for money, such as attending a training session or meeting the coach.



The goal is for the loyalty system to become a a part of the club and for you to create solidarity among fans, supporters, members and the audience. Therefore, it is important that you anchor the communication in something that is personal to the club's history, players, place or something else to create a connection that is obvious. Once again, I highlight the importance of the relationship and the brand in this process.


In Part 3, we will talk more about how to use different types of rewards to create personal communication to your audience to further strengthen the relationship.