Upper Deck launches sports collectibles loyalty scheme

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By: Wise Marketer Staff |

Posted on January 7, 2005

Upper Deck launches sports collectibles loyalty scheme

Sports and entertainment publishing company The Upper Deck Company has launched a new rewards programme designed to bring sports fans a little closer to the professional athletes they hero worship by bidding accumulated reward points for once-in-a-lifetime opportunities and events.

Getting a chance to shoot hoops with LeBron James, barbecue with Priest Holmes, chill with Derek Jeter, or hang out with any of Upper Deck's other sporting 'spokesmen' is an opportunity afforded to participants in the publisher's Upper Deck Rewards programme, through which sporting memorabilia collectors and sports fans can bid for meetings and activities with their favourite sports stars, or choose from a collection of other sporting prizes.

The Upper Deck Rewards programme was designed to further enfranchise collectors into the sporting collectibles category, and to introduce new consumers to the hobby. Consumers can build points for auctions by purchasing Upper Deck's collectible cards from the four major US sports: Baseball, Football, Basketball, and Hockey.

Among the many official Upper Deck spokesmen are: Michael Jordan, LeBron James, Kevin Garnett, Kobe Bryant, Dwight Howard, Derek Jeter, and Ken Griffey Jr.

There are four ways to win and earn points: 1. Play the game every day at upperdeckrewards.com; 2. Find randomly inserted scratch-off cards; 3. Play Sportsnut Fantasy Games at sportsnut.com; 4. Buy products at upperdeckstore.com.

Prizes range from trading cards and autographed memorabilia to grand prize experiences with some of the biggest sporting names. Additionally, programme members can combine their points when they purchase cards from all of the sports, then use them in the monthly auctions held by the company.

"The programme is a natural extension of our plans to bring new collectors into the hobby and further grow the industry," commented Kerri Stockholm, senior marketing manager for sports and licensing at Upper Deck. "This programme increases consumer awareness of our products in the same way that our partnerships with Little League Baseball, Pop Warner Football, and the Arena Football League did in 2004."

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