Let's Talk Loyalty Podcast

#159: Sports Loyalty – Innovation with UK Premier League Football Club Launch of “My Arsenal Rewards”

Paula Thomas is the host of Let's Talk Loyalty podcast.

Arsenal is one of the most successful football clubs in English football history, having played in the country’s top division each season since 1919, and in the process winning 13 league titles.

Like many sports, it is already loved by millions of loyal fans, and this year, Arsenal became the first UK Premier League team to create an entire loyalty programme for their fans, designed to enhance attendance at games and build the connection between fans and the Club between games.

This fascinating interview is with Arsenal’s Senior Loyalty Manager, Karen Dumbrell, who explains that through fan engagement, the award-winning “My Arsenal Rewards” is already delivering more benefits for fans, and commercial and operational benefits for the club, supporting key objectives and driving great fan behaviour.

This programme is the first of its kind in the UK, and it has given the Club multiple new ways to communicate and engage with fans, while taking into account their marketing preferences.

“My Arsenal Rewards” was just launched in August 2021, so in this first interview, you can enjoy key insights on the insights and power of building a loyalty programme that truly puts its fans at its heart.

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