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Birmingham FC boosts fan loyalty with online portal

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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.


Bristol City embraces fan loyalty

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Bristol City is introducing Green4Solutions as a ‘single platform’ solution across ticketing, corporate sales, marketing, communications and supporter relationship management. City Commercial Director Kevin Smith said:

This is a massive development for this football club. We have conducted a full review of how we communicate with fans and it was clear that a strong supporter relationship management and ticketing system were at the very heart.

Rewarding the loyalty of our fans has been the driving force behind this cultural and system change. If we better understand the movements and requirements of fans, we can not only reward their loyalty, but hopefully engage more effectively going forward.

The removal of booking fees was something I felt passionately about. There is no worse feeling than seeing a price and then just as you’re about to pay, that price goes up! The price we advertise is the price supporters will pay – it is so important we are transparent. It’s the right thing to do.

Meanwhile, plans for the redevelopment of Ashton Gate Stadium have been on show to the public 25-26 June. Ashton Gate development director Guy Price said: “Since the announcement earlier this year, we have consulted widely with our supporters, many interested parties and our neighbours.

In February Bristol Sport Limited (BSL) announced its intention to consider the redevelopment of the stadium as an alternative to moving to a new purpose built stadium at Ashton Vale.


Bristol City is embracing fan loyalty ahead of stadium enhancement or move.

Bristol City is embracing fan loyalty ahead of stadium enhancement or move.