Runners up accolade from Sports Business Award 2017 for Rewards4 innovative racing engagement

Runners up accolade from Sports Business Award 2017 for Rewards4 innovative racing engagement
Over one million race goers prove a silver award winner for fan engagement programme

2nd June 2017 – Rewards4 has been awarded a silver award for Best Fan Engagement Programme at the Sports Business Award 2017. Its innovative yet simple concept lets fans earn rewards to spend with their favourite sports club or venue, driving strong fan engagement. The inaugural Sports Business Awards were held on Friday 2nd June at the Brewery in London and presented by Dan Walker.

The new awards were conceived to celebrate the hard work and successes of individuals and teams who make sporting success possible and ensure that the business of sport, in all its various and myriad forms, happens successfully. The judging panel was made up of CEOs across all sports alongside individuals whose knowledge, expertise and experience gave them special insight into the challenges and demands of sports business success.

Tom Cowgill, co-owner and founder at Rewards4 Group, comments:

“Although we were pipped at the gold post, we’re delighted to have secured the silver award for Best Fan Engagement Programme. Driving better fan engagement is a top priority for every single sports venue and our rewards programme is an easy win for them. The feedback we constantly receive is that it is an obvious choice for race courses.

Our bespoke technology platform lets racing fans collect reward points with their favourite retailers and betting partners, enabling their everyday high street spending or betting activity to pay for the sport they love to attend. This drives incremental spend at the racecourses. The fact that it is free for both club and fan to take part makes it an easy choice for everyone.”

The pioneering Rewards4Racing programme was launched in 2011 with the racing community in conjunction with the Jockey Club. It has attracted over 1.1 million members. In 2016 alone, 170,000 race goers went to the races using tickets purchased by members using their rewards points, with over £4 million worth of advanced ticket sales and on-course spend at the Jockey Club’s race courses including York Racecourse. New clubs have since been added and in 2017 alone, a further 16 race courses will be included via Arena Leisure Centre’s racecourse network.

The Rewards4Racing programme integrates with the race course’s ticketing and retail providers, providing fans with access to a simple redemption process for the reward of their choice. Fans sign up as a member for free, and keep their club front of mind when going shopping or placing a bet, quickly giving extra value to fans and incentivising their engagement with the race courses. Equally, clubs get a unique insight into where a fan spends money away from racing, allowing them to connect this data to their sporting habits and hence driving more personalised fan engagement with even more targeted rewards.

Ian Lancaster, co-owner and founder at Rewards4Group, adds:

“It was a great event and we were proud to be amongst the winners of these inaugural awards. The success of the programme is proven – for example, in 2016 alone, over £6 million worth of advanced ticket sales for the Jockey Club and York Racecourse were redeemed, where points were part of the transaction. This came from over 772 million points, collected by Rewards4Racing members. Over 87,000 Rewards4Racing members spent almost £14 million with the programme’s retail partners, and £1.2 billion was staked with betting partners. We’re looking forward to expanding this success into new sectors of sport.”

Paul Fisher, Group Managing Director, Jockey Club racecourses:

“Through the Rewards4Racing programme, the level of customer engagement is growing rapidly. The number of points redeemed by members in 2016 has generated more than £5.6m worth of ticket sales for Jockey Club racecourses,”.