Most people think of loyalty as a transaction-based mechanism – spend some money, earn points and you get access to benefits. I have...

The world of marketing and technology love their initialisms – in 2021 we saw the rise of NFC, VAR and NFT’s. So here is one for 2022 –...

One of the biggest mistakes that people make when designing fan engagement programs is to assume that cash (in the form of discounts)...

Elite Sports Teams are swiftly moving towards a media and entertainment company model converting their organizations into truly national...

Season Ticket Holders are universally afforded the status as the “most valuable customer” (MVC) of the Sports Team. Their annual...

The one advantage of a pandemic lock-down (probably only advantage) has been it has given me some time to read up on topics that interest...

Sports Fans by their title are enthusiastic devotees of a particular Team or Club. The level of enthusiasm may vary from casual too...

FAN LOYALTY’ has taken on new meaning in the wake of the COVID-19 pandemic. The traditional relationship between Team and Sports Fan has...

Headlines such as these may be no more than attention grabbing – but there is no doubting that the top flight Sports Teams (and even more...