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Birmingham FC boosts fan loyalty with online portal

Birmingham City Football Club has launched its own online loyalty portal aimed at rewarding season ticket holders and members with a combination of money can’t buy prizes and exclusive third-party benefits.

The points that are collected by fans for their purchases throughout the season can be redeemed on the brand new Blues Loyalty Portal. The portal, which is built by Green 4, links in to the club’s CRM system. 4Sight Sport have helped with the portal design and strategy, alongside the marketing communications element.

The Blues Loyalty Portal provides fans with access to a great selection of rewards and entry to exclusive e-raffles to win fantastic prizes. It also features club discounts and exclusive benefits from their partners, giving Blues fans a number of rewards from which to choose.

Blues fans are already accustomed to collecting points with their club, but with the new portal they will now be able to log in to their account to check on their points balance and have access to an ‘unmissable’ selection of exclusive discounts, benefits and ‘money can’t buy’ experiences with the club.

Birmingham City FC Head of Brand and Marketing, Tom Rowell said:

We always strive to push the boundaries of CRM and engagement here at St. Andrew’s and the Blues Loyalty Portal is the next step for us. It allows us to reward supporters with genuinely unique and special experiences through the redemption of their loyalty points. Some of the rewards allow supporters to part pay with cash and points which will generate commercial returns as well as aiding engagement. We are also looking add a new layer with social media activity generating points for supporters.

Season Ticket Holders and True Blue Members earn 10% of points on both tickets and retail. Fans can earn points in a variety of ways, every time you spend at the club; including when buying match tickets, merchandise, or by attending stadium tours and events here at the club.

The money-can’t-buy experiences include upgrading to hospitality or getting a photo in the dugout at St. Andrew’s. Fans have access to club discounts and exclusive benefits and discounts from our partners; such as Cineworld, Frankie & Benny’s, Coast to Coast and Lasan. True Blue Membership is priced at £30 per season for adults.