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Arsenal to launch new fan loyalty scheme

Arsenal FC is set to launch a new fan loyalty and rewards programme that will soon be available to all the Premier League club’s members in the UK.

The Arsenal membership programme has been at the heart of the club’s relationship with its fans for many years and the new ‘My Arsenal Rewards’ scheme will go a step further, offering fans meaningful rewards for their engagement with, and loyalty to, the club.

Fans will earn loyalty points based on specific interactions with the club, which they can then redeem for exclusive rewards or money-can’t-buy Arsenal experiences.

My Arsenal Rewards will also enable members to earn rewards by spending at several affiliated high street and online brands, including its club partners, which will be announced in the coming months.

Club partners, retailers and other businesses will also be able to get closer to fans by offering incentives and rewards to Arsenal members directly through the programme, adding further value to the experience of being a fan of the club. The club said on

We are already working with supporters’ groups to develop a programme by the fans, for the fans, with My Arsenal Rewards set to launch at the start of the 2021/2022 season. The scheme will be delivered in partnership with Barclays Bank and Fortress GB, the sports loyalty and technology specialists.

Ahead of the 2021/2022 season, all members will receive an upgraded My Arsenal Rewards membership card, which will also work as an electronic matchday ticket, a rewards card and a payment card. Barclays will embed innovative payment technology within the card, meaning it can also be used for all online and offline purchases at Emirates Stadium, all club shops and anywhere that accepts Visa as a payment method. The payment service provided by Barclays can be accessed via the Arsenal app for simple and efficient use, subject to Barclays eligibility requirements and T&Cs.

Peter Silverstone, Arsenal’s commercial director, said:

The development of this exciting programme will allow us to reward our fans in a unique and personalised way. They will have the ability to earn points based on their engagement with the club and every time they spend money with the affiliate partners who will be involved.

Thanks to the technology from Barclays and Fortress GB, the card will be easy to use and we will be offering rewards that are genuinely meaningful to our supporters. To ensure this happens, we are working with our fans to shape the programme and its rewards. We are also excited to be able to offer a new and groundbreaking way for our existing and prospective club partners to engage with, and reward, our loyal and engaged UK fanbase.

Adam Herson, business development director at Barclays, said:

We’re delighted to be working with Arsenal to bring this groundbreaking innovation in fan engagement to life. The all-in-one membership card uses the best of Barclays payment technology to deliver a seamless experience for fans and allows the club to engage with its loyal supporters more meaningfully.

Uzi Apple, CTO at Fortress GB said:

Fortress is delighted to announce that it is working with Arsenal and partnering with Barclays, to launch the club’s new fan rewards and affiliate programme. Fortress and Arsenal have had a long and mutually beneficial relationship since the club chose the Fortress Access control system for its stadium, and we are looking forward to working with Arsenal to expand the programme over the coming years.

Image courtesy of Arsenal FC.