Loyalty programs aren’t just for retailers—they’re game-changers in the sports industry too. Reports show that sports fans are so invested that they collectively spend over $30 billion on merchandise.
Sports loyalty programs aren’t just about earning points or offering discounts—they tap into the emotional connection fans have with their favorite teams. These programs celebrate passion, reward participation, and create unique experiences. Whether it’s exclusive events or behind-the-scenes access, they foster a sense of community and belonging.
In this article, I’ll share 8 standout sports loyalty programs that are redefining fan engagement; some are even almost a decade now. If you’re a Shopify merchant, take notes—these strategies can inspire you to create your own sports loyalty program that’s just as impactful.
What Is A Sports Loyalty Program?
A sports loyalty program is a rewards system designed to strengthen the connection between sports teams or organizations and their fans. These programs reward fans for continued support, purchases, and interactions.
Fans don’t just buy tickets or merchandise—they invest in their passion. Sports loyalty programs are unique because they tap into the emotional bond fans have with their favorite teams by offering benefits that go beyond the transactional.
Why Are Sports Loyalty Programs So Appealing?
- Exclusive Perks: Sports loyalty programs often offer fans unique experiences, such as meet-and-greets with players, behind-the-scenes tours, early ticket sales, or good seats. These perks create a sense of exclusivity and make fans feel valued.
- Exciting Rewards: From discounts on tickets and merchandise to free giveaways, fans are motivated by tangible rewards. These incentives encourage continued engagement and drive emotional and financial investment in the team or sport.
- Community Building: A loyalty program can foster a sense of belonging among fans. Create a space where they can connect with each other, share their passion, and feel like they’re part of the team.
8 Inspiring Sports Loyalty Programs Examples
Okay, let’s dive into some awesome sports loyalty programs! I’ve handpicked 8 of the best ones out there. These programs are not only super popular, but they’re also really well-designed and professional.
United Membership
Manchester United is one of the most successful and iconic football clubs worldwide. It has a massive global fanbase, and the loyalty program, United Membership, is a fantastic example of how to engage fans on and off the pitch.
How the United Membership Program Works
The program is structured with different membership tiers: Premium, Full, Lite, Junior, and Forwarding, with varying benefits and price points.
Premium members can enjoy priority ticketing, exclusive merchandise discounts, MUTV subscriptions, a chance to win match tickets, and an exclusive pitchside meet-and-greet with United Legends.
Types of Rewards Offered:
- Exclusive home match ticket access
- Discounted MU Women’s match tickets
- Membership merchandise packs
- Club discounts (up to 50%)
- Access to MUTV
- Exclusive competitions
- Digital content (yearbook, membership card)
- Birthday shoutout in the official club magazine Inside United
Integration with Online and Offline Channels:
- Website: Membership details, purchases, and renewals are managed through the official Manchester United website.
- Mobile App: Members can access digital membership cards and exclusive content via the club’s app.
- Social Media: Updates and exclusive announcements are shared across Manchester United’s social media platforms.
- In-Stadium Experiences: Members enjoy priority ticket access and exclusive in-stadium perks like priority seating, discounts at food stands, and access to exclusive lounges.
What Makes It Unique?
The program stands out because it’s not just about rewards—it’s about creating deeper emotional connections with fans.
- Global Accessibility: Even international fans can participate and feel like part of the Manchester United community through digital content and special offers.
- Exclusive Experiences: Rewards such as meet-and-greets and VIP events provide once-in-a-lifetime opportunities that resonate deeply with fans
NFL Shop FanCash
The NFL Shop FanCash is a loyalty initiative by the official online store of the National Football League (NFL). It’s designed to reward fans for supporting their favorite teams through purchases, making every transaction through its official online store – NFLShop.com – more rewarding.
Program Structure and Benefits:
FanCash is a straightforward rewards program where registered customers earn 3% FanCash on all eligible purchases. This merchandise credit is automatically applied as a discount on subsequent eligible purchases, no need to track points or redeem rewards – it’s seamless and straightforward.
Additional FanCash can be earned during special promotions, providing further incentives for fans.
Omnichannel Integration
FanCash can be earned and redeemed across all Fanatics partner sites (including the NFL Shop, NBA Store, MLB Shop, etc.), providing a consistent experience for fans across different sports.
What Makes It Unique?
FanCash stands out by:
- No Product Exclusions: FanCash can be earned and redeemed on all merchandise, including sale and promotional items, making it a very flexible and appealing rewards program.
- Automatic Application: FanCash is automatically applied at checkout, making the redemption process effortless for customers and encouraging them to use their rewards.
NBA Cavs Rewards
The Cleveland Cavaliers, an NBA team established in 1970, have a dedicated fan base. To enhance fan interaction, they introduced the Cavs Rewards program in partnership with Uptop, aiming to offer exclusive experiences and rewards to their loyal fans.
Program Structure and Benefits:
The Cavs Rewards Program operates as a points-based loyalty system that tracks fan engagement across multiple touchpoints:
- Points for Everything: Fans can earn points through purchases at participating locations, such as Giant Eagle, Jet’s Pizza (Northeast Ohio only), Coca-Cola products (via receipt scanning), and in-venue at Rocket Mortgage FieldHouse, including concessions and the Cavaliers Team Shop.
- Experiences and Merchandise: Points can be redeemed for game-day tickets, VIP experiences like meet-and-greets or floor seats, and exclusive merchandise, including autographed items. Members can also unlock digital badges and earn bonus points and perks as they reach milestones.
- Free to Join: Joining is free, making it easy for fans to connect with their favorite team while enjoying exciting rewards.
What Makes Cavs Rewards Unique?
- Partner Network: The Cavs have partnered with local businesses to offer fans even more ways to earn points, expanding the program’s reach and providing valuable benefits beyond the basketball court.
- Focus on Fan Experiences: The program emphasizes unique experiences that create lasting memories and foster a deeper connection between fans and the team.
U.S. Soccer Insiders
The U.S. Soccer Insiders program is the official loyalty initiative by U.S. Soccer, the governing body for soccer in the United States. It’s designed to bring fans closer to the game by offering exclusive benefits and opportunities to engage with their favorite teams.
How It Runs the Loyalty Program:
The U.S. Soccer Insiders program is a tier-based loyalty program that offers varying levels of access and rewards depending on the fan’s level of participation.
- Free to Join: Insiders is a free program accessible to all U.S. Soccer supporters. This encourages widespread participation and builds a larger fan base.
- Tiers and Membership: The program has free and paid membership options, with paid members enjoying premium benefits.
- Rewards and Benefits: Fans who opt for higher tiers earn more perks, including access to early ticket sales, exclusive merchandise, matchday experiences, Insider-Only events, exclusive content, free shipping, post-game photos, and more.
- Contests and Giveaways: The U.S. Soccer Insiders regularly hosts contests and giveaways, offering members the chance to win prizes like signed merchandise, game tickets, and VIP experiences.
Integration with Online and Offline Channels:
- Website: Fans can join and manage their memberships and access exclusive content on the U.S. Soccer website.
- Mobile App: Members earn points by engaging with the Official U.S. Soccer app, attending matches, purchasing tickets, shopping at the U.S. Soccer Store, and tracking their rewards through the app.
What Makes It Unique?
The U.S. Soccer Insiders program excels by creating a sense of exclusivity and connection for its fans.
- Flexible Membership Options: With free and premium tiers, the program caters to both casual fans and dedicated supporters.
- Game-Day Integration: By offering in-stadium rewards and experiences, the program makes matchdays even more memorable.
- Community Building: Fans feel like they’re part of a larger soccer community thanks to shared experiences, content, and exclusive events.
MLB Ballpark Rewards App
The MLB Ballpark Rewards App is a loyalty program created by Major League Baseball (MLB) to enhance the game-day experience and reward fans for their passion. By combining technology with in-stadium interactions, MLB has crafted a program that makes every visit to the ballpark even more special.
How the MLB Ballpark Rewards App Works
The Ballpark Rewards App is a points-based loyalty program that encourages fans to attend games and engage with the MLB brand. Here’s how it runs:
- Earning Points: Fans earn points by attending games, checking in through the app, making purchases at the stadium, and engaging with MLB promotions.
- Redeeming Rewards: Points can be redeemed for a variety of perks, such as free merchandise, concessions, ticket upgrades, or exclusive fan experiences.
- Tiers and Levels: Some teams offer tiered rewards, where frequent attendees unlock access to higher-value rewards or VIP experiences.
Integration Across Channels
The MLB Ballpark Rewards App bridges the gap between digital and in-person fan engagement:
- Mobile App: The app is the central hub for earning and redeeming rewards. Fans can also use it to purchase tickets, upgrade seats, and customize game-day experiences.
- In-Stadium Features: Fans can check in at games, make purchases, and scan their tickets to earn points, ensuring a seamless experience on game day.
Unique Aspects and Practical Takeaways:
The Ballpark Rewards App stands out because of its ability to integrate technology and real-world experiences seamlessly:
- Game-Day Personalization: The app delivers real-time updates and personalized notifications, enhancing the live experience.
- Multi-Team Availability: The app connects with multiple MLB teams, allowing fans to engage with rewards across different stadiums.
Nike Membership
Let’s talk about a brand that’s practically synonymous with athletic inspiration: Nike! They’ve built an empire by motivating athletes of all levels to “Just Do It.” The Nike Membership is a fantastic example of how to build a community and offer value that goes beyond just discounts. Here’s the winning strategy:
How Nike Runs the Loyalty Program:
- Free and Accessible: Nike Membership is completely free to join, making it accessible to a massive audience. There are no points to track or tiers to climb—just instant access to perks.
- Exclusive Experiences: Members get access to exclusive products, birthday rewards, customization services, and personalized advice from Nike experts.
- Exclusive Content: Members enjoy access to Nike Training Club and Nike Run Club, offering free workouts and challenges.
- Omnichannel Integration: Nike Membership seamlessly integrates with their app, website, and physical stores, creating a consistent and rewarding experience across all channels.
What Makes Nike Membership Unique?
Nike’s program stands out because it focuses on lifestyle integration and emotional connection rather than just transactional rewards:
- Health and Fitness Focus: By offering free workouts, challenges, and training plans, Nike positions itself as a partner in members’ fitness journeys.
- Personalized Recommendations: Nike uses data to provide personalized product recommendations and workout plans, making members feel valued and understood.
- Early Access: Members get early access to highly sought-after product releases, giving them a sense of exclusivity and priority.
Chelsea FC Official Memberships
Let’s head to Stamford Bridge, the home of Chelsea Football Club, a powerhouse in the English Premier League! They’ve got a global following of die-hard fans, and their loyalty program, Chelsea FC Official Memberships, plays a crucial role in keeping those fans engaged and rewarded.
How the Chelsea FC Official Membership Program Works
- Tiered Memberships: Chelsea FC offers different membership tiers with varying benefits and price points. This allows fans to choose the level of access and rewards that best suits their needs and budget.
- Priority Access to Tickets: Members get priority access to tickets for home games at Stamford Bridge, ensuring they don’t miss out on the action. This is a huge perk for any dedicated fan!
- Exclusive Discounts: Members receive exclusive discounts on club merchandise and Chelsea FC Museum and Stadium Tours.
- Exclusive events: Exclusive events will be made available to members and season ticket holders throughout the season
Unique Aspects of the Chelsea FC Memberships
- Website and App: Members can manage their accounts, purchase tickets, and access exclusive content directly through Chelsea’s website and mobile app.
- Priority Match Tickets: This is a major draw for fans, ensuring they can secure seats for high-demand games, especially derbies or European matches.
Adidas adiClub Membership Program
Adidas, a global leader in sportswear and lifestyle products, has taken customer engagement to the next level with its adiClub Membership Program. This loyalty program rewards customers for their purchases, interactions, and brand loyalty.
How the adiClub Membership Program Works
The adiClub is a tiered loyalty program that rewards members for their engagement with Adidas. Here’s how it works:
The adiClub program has four tiers: Challenger, Playmaker, Gamechanger, and Icon. Members earn points through purchases, product reviews, and participation in the Adidas Running and Training apps.
Accumulated points allow members to progress through tiers, unlocking increasingly exclusive rewards and experiences.
Types of Rewards Offered:
- Exclusive access to members-only sneakers and apparel
- Discount vouchers and free shipping
- Invitations to special events and experiences
- Opportunities to vote on select designs
- Participation in local sports events and challenges
- Surprise rewards and bonuses
Omnichannel Integration
Adidas has brilliantly integrated the adiClub program across its online and offline platforms, ensuring a seamless experience:
- Website and Mobile App: Members can sign up, track points, and redeem rewards through the Adidas website and app. The app also offers personalized recommendations and access to exclusive digital content.
- In-Store Benefits: In physical stores, members can redeem points, enjoy special discounts, and get VIP treatment, such as priority fitting room access.
- Social Media and Email Campaigns: Adidas leverages its social media and email marketing to promote adiClub, keeping members engaged with updates, exclusive offers, and challenges.
What Makes adiClub Unique?
- Experiential Rewards: Beyond discounts, the program focuses on delivering unique experiences, such as event invitations and priority customer service.
- Workout Rewards: Earning points for tracking workouts through the Adidas Running app encourages an active lifestyle and aligns with the brand’s focus on sports and fitness.
What Can You Learn From These Successful Sports Loyalty Programs
Here’s what you can learn from some of the most successful programs:
- Free to Join & Tiered Memberships: Programs like Chelsea FC and U.S. Soccer Insiders show how offering free and paid tiers caters to different fan levels. Casual fans can join for free, while loyal supporters can unlock premium perks, making the program accessible and appealing to everyone.
- Reward More Than Just Purchases: One thing that sets sports loyalty programs apart is their focus on delivering exclusive, one-of-a-kind experiences. Whether it’s VIP stadium access, behind-the-scenes tours, or meet-and-greets with athletes, these experiences create emotional connections that go beyond monetary rewards.
- Seamless Integration Across Channels: Programs like FanCash and Adidas’ adiClub connect benefits across websites, apps, and in-person events. This consistent experience makes it easier for fans to stay engaged, no matter where they interact.
- Simplicity Encourages Participation: Programs like FanCash focus on easy-to-use systems. Clear processes for earning and redeeming rewards make it simple for fans to join and stay involved.
- Leverage Technology for Personalization: Almost all of the examples above use mobile apps, gamification, and interactive features to make their loyalty programs more engaging and deliver personalized recommendations, rewards, and experiences that resonate with fans.
Starting Your Own Sports Loyalty Program
The sports loyalty programs we’ve explored show that rewarding fans fosters deeper engagement, strengthens brand loyalty, and drives consistent interactions. Their success lies in creating fun, personalized, and easy-to-participate experiences that make every fan feel valued.
If you’re looking to implement a sports loyalty program but don’t know where to start, Joy Loyalty can help you design and manage a professional program, automate rewards, and keep your fans engaged across all touchpoints. It’s simple, effective, and tailored to meet the needs of ambitious businesses like yours!
