 The rising cost of utilities, rocketing fuel costs and the general cost of living is a concern for many people, and understandably so. However, as the UK faces a historically big hit to household income, we cannot underestimate the importance of attending sports events in keeping us all smiling.
The more chaotic life becomes, the more important cheering on our favourite teams, playing our favourite sports, or just being with friends at the races becomes in helping us beat away the winter blues. Sports participation has a tremendous role in improving the nation's social, mental, and physical well-being. Whether we watch it or play it, sport is an emotional refuge, a bolt hole from all that worries us; it is escapism and entertainment all in one. Just look at how the nation got behind the 2022 World Cup; we almost forgot it was Christmas! However, the cost of living is a real problem, and people are understandably cutting back on leisure activities or seeking lower-cost stay-at-home alternatives to meet the soaring costs of bills. In fact the Office for National Statistics claims 54% of us are already spending less on non-essentials. The sad reality is that we now find ourselves in a year where sports events attendance is considered a luxury, and as a sector, we need to find new ways to feed fan retention to ensure our crowd numbers stay strong in these trying times. Enter Rewards4… A fierce advocate of the motivational value of rewards and the revenue reciprocity this brings to the commercial growth of the mature sports market. At Rewards4, it is possible to help fans save money simply by watching and supporting the team they love. We believe in #passionrewarded; fan loyalty is at the heart of our existence. However, the idea of a loyalty programme isn’t new. Loyalty and rewards programmes have been around since American Airlines created the first 'frequent flyer' loyalty programme in 1981. A tried and tested concept that consumers have flocked to for many years to lower costs and increase affordability. In fact, 2022 research by e wallet and brand marketplace Swapi claims that 42% of Brits use loyalty schemes to combat the cost-of-living However, the traditional rewards and redemption strategy is a thing of the past. Loyalty programmes are no longer an antidote to rising prices but an opportunity to enhance the fan experience, incentivise behaviour and forge an emotional connection with fans. An emotional connection that is data-rich and that provides crucial insight invaluable to marketing teams that will drive commercial growth. As we enter 2023, we do so with greater awareness of our spending and cautiousness that extends beyond monetary value. As consumers we seek experiential factors and personalisation more and more, and we need to harness this desire and engage with fans through collaborative opportunities and meaningful rewards. The increasing financial uncertainty makes this a pivotal time for the sports industry. It is also a time of great opportunity, with the development of loyalty bringing great insight into the preferences of our audience and equipping us with the data that will enable us to create real change where it matters most. Rewards4 currently works with over 50 sports organisations, helping them to: 1) deliver a loyalty proposition which recognises and rewards the loyalty of more than 400,000 fans; 2) collect first party data from those fans and deliver valuable insights. To find out how Rewards4 can help you to support your fans, get in touch with the team today: https://www.rewards4group.com/partner-with-us.html
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 We are excited to be roaring into 2023 under a new agreement with Leicester Tigers after a successful first 18 months of the Tigers ROARwards programme.
Since we launched in April 2021, the programme has helped Tigers fans save £120,000 when using points to renew their season tickets, buy tickets to matchdays and buy merchandise from the Tigers store. There's nothing quite like the roar of the fans at Welford Road as the team runs out and it’s great to be able to reward that passion. However, as the cost-of-living crisis bites, it is the programme’s primary aim of helping fans save money watching and supporting the team they love that we are most proud of. Tom Cowgill, Director and Co-Founder of Rewards4, said: "We are delighted to have developed a programme that genuinely adds value to Leicester Tigers and their fans and facilitates the development of more unforgettable experiences for all. "In the current climate attending sports fixtures sadly is often considered a luxury, and we are proud of the savings that this partnership has so far delivered for fans. Together with Tigers, we have enabled fans not only to save money but to do so supporting the club they love. "Tigers ROARwards has grown rapidly, and we would like to thank Chris Rose and the team at Tigers for their continued support and promotion of the programme, increasing fan engagement and ensuring that fans have the opportunity to unlock fantastic rewards." In the last 18 months, the ROARwards programme has attracted 12,500 members with a staggering 92% participation rate. These members have collected 36 million points in the last year and have spent 24 million points on Tigers season tickets, matchday tickets, merchandise or to win great prizes through the programme. Steve, a Tigers season ticket holder, commented: "The Tigers ROARwards programme is brilliant, and I highly recommend it to all Tigers fans! I have been collecting points regularly now and have converted these points to make a saving on my Tigers Season Ticket renewal. I'm now looking forward to the new season and getting to Welford Road to support the team." Donna Easingwood, ROARwards Manager at Leicester Tigers, said: "We are proud of our partnership with Rewards4, a partner who truly understands the importance of fans to a club and appreciates our club values of passion and pride. "Together, we have created a programme that rewards fan loyalty, helps fans save money in a time of crisis and provides us with new data to assist our understanding of our fans and their buying behaviour. We are delighted with the partnership's first-year results and look forward to extending the programme's scope in 2023.  Saracens Rewards is the new name for Rewards4Rugby – with the revamped loyalty programme offering Saracens fans even more ways to collect points and save money on purchases with the club.
As well as collecting points on their everyday spending with thousands of brands and retailers, Saracens Rewards features a host of ways for supporters to build up their points balance just for being a Saracens fan. These opportunities include visiting the official website and engaging with the club’s social media channels and digital newsletters. Supporters will be notified wherever there are opportunities to collect, allowing them to build up their points balance quickly and easily. Saracens Rewards members will have the opportunity to spend their points to: • WIN exclusive prizes and experiences such as tickets, signed merchandise, memberships, hospitality and much more; or • SAVE money when purchasing memberships, match tickets and purchases from the club shop. Saracens Rewards is FREE for all Saracens fans to join, use and enjoy. Sign-up by visiting: https://saracens.rewards4sport.com/ Alex Gummer, Marketing Director at Saracens, said: “Our Members and supporters are at the heart of everything we do. Their loyalty to Saracens over the years has been incredible and we always strive to reward that commitment by providing them with the best possible experience. “We are delighted to have launched Saracens Rewards which is integrated with the club’s ticketing and merchandising platforms, making it easy for fans to collect and spend points with us and save money when buying tickets, memberships and merchandise. “The programme will also give us a deeper understanding of our fan base which will be great in enabling new and existing partners to connect directly with fans and reward them for their support.” Tom Cowgill, Director and Co-Founder of Rewards4, said: “Rewarding fans for their passion and loyalty has proved to be a compelling concept in all our sports-based rewards programmes, especially when it can be achieved so seamlessly. “We are looking forward to working with Saracens to reward fans’ loyalty and help make supporting the club more affordable so they can enjoy even more unforgettable experiences at the StoneX Stadium.”  Lancashire Cricket Rewards is the new name for Rewards4Cricket – with the revamped loyalty programme offering Lancashire Cricket fans even more ways to collect points and save money on purchases with the club.
As well as collecting points on their everyday spending with thousands of brands and retailers, Lancashire Cricket Rewards features a host of ways for supporters to build up their points balance just for being a Lancashire Cricket fan. These opportunities include visiting the official website, live streaming home fixtures and engaging with the club’s social media channels and digital newsletter. Supporters will be notified wherever there are opportunities to collect, allowing them to build up their points balance quickly and easily. Lancashire Cricket Rewards members will have the opportunity to spend their points to: • WIN exclusive prizes and experiences such access and tickets to major events, signed merchandise, memberships, hospitality and much more; or • SAVE money when purchasing memberships, match tickets (including England tickets at Emirates Old Trafford) and purchases from the club shop. Lancashire Cricket Rewards is FREE for all Lancashire fans to join, use and enjoy. Sign-up by visiting: https://lancashirecricket.rewards4sport.com/ Jonathon Nuttall, Head of Ticketing and Hospitality Sales at Lancashire Cricket, said: “Our Members and supporters are at the heart of everything we do. Their loyalty to Lancashire Cricket over the years has been incredible and we always strive to reward that commitment by providing them with the best possible experience. “We are delighted to have launched Lancashire Cricket Rewards which is integrated with the club’s ticketing and merchandising platforms, making it easy for fans to collect and spend points with us and save money when buying tickets, memberships and merchandise. “The programme will also give us a deeper understanding of our fan base which will be great in enabling new and existing partners to connect directly with fans and reward them for their support.” Tom Cowgill, Director and Co-Founder of Rewards4, said: “Rewarding fans for their passion and loyalty has proved to be a compelling concept in all our sports-based rewards programmes, especially when it can be achieved so seamlessly. “We are looking forward to working with Lancashire Cricket to reward fans’ loyalty and help make supporting the club more affordable so they can enjoy even more unforgettable experiences at Emirates Old Trafford.”  Tigers ROARwards is the new loyalty and rewards programme dedicated to helping Leicester Tigers fans save money on purchases with the club.
As well as collecting points on their everyday spending with thousands of brands and retailers, Tigers ROARwards features a host of ways for supporters to build up their points balance just for being a Tigers fan. These opportunities include visiting the official Leicester Tigers website and engaging with the Tigers app, social media channels and the ROAR newsletter. Supporters will be notified wherever there are opportunities to collect, allowing them to build their points balance quickly and easily. Tigers ROARwards members will have the opportunity to spend their points to: • WIN exclusive prizes and experiences such as meeting their favourite players, access and tickets to major events when crowds return, signed merchandise and much more; or • SAVE on purchase of season tickets, memberships, match tickets or purchases from the Club Shop. Tigers ROARwards is FREE for all Tigers fans to join, use and enjoy. Sign-up by visiting: https://tigers.rewards4sport.com/ Chris Rose, Head of Brand at Leicester Tigers, said: “The Tigers Family is built on loyalty, passion and pride in our team and so we are excited to be able to acknowledge that loyalty with our own rewards programme. “Tigers ROARwards has been integrated with the club’s ticketing and merchandising platforms, making it easy to collect and spend points with us such on items including tickets, hospitality, membership, events and merchandise. We are also looking to extend the scope of the programme to enable fans to spend points when buying their food and drinks on matchdays with us. “The programme will also give us a deeper understanding of our fans as consumers through the data they provide which will be great in enabling new or existing partners to promote their products and services to the right fans and which will help our fans save more money when supporting the Tigers.” Tom Cowgill, Director and Co-Founder of Rewards4, said: “We’ve managed to secure a unique position in providing unprecedented ways to reward fans for their loyalty and passion to their club. Rewarding devoted fans when they engage with their club as well as enabling them to turn their everyday spending into savings is proving to be a compelling concept for many clubs and their fans. “We are looking forward to working with Leicester Tigers to reward fans’ loyalty and help make supporting the club more affordable so they can enjoy even more unforgettable experiences at Mattioli Woods Welford Road Stadium.”  Rewards4Rugby League, the loyalty and rewards programme dedicated to fans of the sport, is giving members and rugby league fans even more ways to collect points and be rewarded for their passion.
As well as collecting points on their everyday spending with thousands of brands and retailers, Rewards4Rugby League has introduced a host of new ways for supporters to build up their points balance just for being a fan. These additional points collection opportunities include playing the predictor, voting for player of the match and taking part in polls in the Our League app as well as engaging with Our League and the RFL on their websites and social channels. Fans will be notified wherever there are opportunities to collect, allowing supporters to build up their points balance quickly and easily. Members of the programme will also have the opportunity to spend their points either to:
Rewards4Rugby League is FREE for all fans to use and enjoy. Sign-up by visiting: https://www.rewards4rugbyleague.com/ Nichola Spencer, Membership Manager at the Rugby Football Club, said: “We are continually looking for innovative ways to recognise the commitment of our loyal supporters, Our League members and the wider rugby league fan base, and reward them for their amazing support in what has been an extremely difficult period. “We’re delighted that by offering more value to our members we have been able to increase the engagement with the Our League app. Our members who are collecting points for voting on Player of the Match or playing the predictor have increased their activity by 128%.” Tom Cowgill, Director and Co-Founder of Rewards4, said: “Fan engagement and the ways in which sport interacts with supporters has never been more important. This extends to the way we reward fans for their passion, not just when transacting with their club but also when engaging with the sport they love. We’ve already started to see the impact of introducing more ways for rugby league fans to collect points, with a remarkable 5 million points collected so far through activities on the Our League app.” Rewards4Football becomes Everton Rewards – giving fans even more ways to earn points  Everton Rewards is the new name for Rewards4Football – with the revamped loyalty programme offering Evertonians even more ways to collect points.
As well as earning points on everyday spending with thousands of brands and retailers, Everton Rewards makes it even easier for supporters to bank more points by introducing new ways to collect - from simply watching highlights of the latest games on evertonfc.com to engaging with the Club’s social media channels. Whenever there are opportunities to collect points, fans will be notified on screen, allowing Blues to build up their points easily. Everton Rewards users will continue to be rewarded with points when they purchase merchandise at evertondirect.com and will also have the opportunity to win exclusive Everton prizes and experiences through the platform. Blues can use their points to save money on products including Season Tickets and Official Memberships or can save them up for matchday tickets and stadium tours upon their return. Everton Rewards is FREE for all Everton supporters to use and enjoy. Sign up by visiting the Everton Rewards website Tom Rowell, Head of Marketing and Ticketing at Everton Football Club, said: “We are continually looking for innovative ways to recognise the commitment of our loyal supporters and rewarding their loyalty to the Club. “Moving to our own bespoke-branded Everton Rewards platform marks the next stage in our loyalty offering, and I have no doubt it will prove popular with Evertonians. “We’re also excited to offer even more value by giving fans the opportunity to build up their reward points through everyday engagement with our Club’s website and social media channels.” Tom Cowgill, Director and Co-Founder of Rewards4, said: “We are delighted to have had such a positive start to our relationship with Everton and its loyal fans. As well as delivering a best-in-class rewards programme for Everton’s fantastic supporters, we are committed to looking at new ways for fans to use the programme everyday which is why we’ve introduced even more ways to collect points. We hope that the new-look Everton Rewards programme will be a big hit with fans.” Rewards4 is delighted to be working alongside Everton Football Club to provide a rewards programme dedicated to helping fans save money on their Season Tickets, match tickets and matchday experiences.  Rewards4Football, operated by the UK’s largest operator of sports-based rewards programmes (Rewards4), enables supporters to collect points when they make purchases with or engage with Everton, as well as on their everyday spending with over 4,000 other Rewards4Football partners.
Supporters will be able to spend their points on a variety of products including match tickets, memberships and matchday experiences, plus Season Tickets from the 2021/22 season onwards.
This year’s Leaders Week took a long hard look at the future of sport. From broadcasting rights to marketing, technological innovation and governance to commercial growth. The organisers reported 2,000 executives joined the event as it made its Twickenham debut. As well as private meetings, masterclasses, corridor encounters, and power huddles, Leaders ran a series of panel sessions on the technology and innovation stage
Joining the NFL, Real Madrid, Tottenham Hotspurs and Olympique Lyonnais, Rewards4 attended its first panel joined by Paul Fisher, Managing Director, Jockey Club and Tom Rowell, Head of Marketing & Ticketing at Everton Football Club. And it was the subject of how to boost fan loyalty through its innovative rewards programme which was the focus of discussion.
With just a week to go, Rewards4 is delighted to announce that we will be featured in this year’s Leaders in Sport London summit hosting a panel discussion, ‘Using Innovative Reward Platforms To Boost Fan Loyalty’ on the Tech & Innovation stage at Twickenham stadium. Rewards4’s co-founder and Director, Tom Cowgill, with be joined by Paul Fisher, Managing Director, Jockey Club Racecourses, and Tom Rowell, Head of Marketing & Ticketing, Everton FC to discuss the impact of rewards in delivering results for fans, clubs and their commercial partners.  This year’s flagship Leaders conference will welcome 3,000 director level sports executives from over 70 countries, with an overarching theme of ‘The Future of Sport’. Rewards4 will be looking to debate the role that both technology and rewards will have in the sector.
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