December 15 – Premier League Arsenal are revamping their membership programme into a broader based loyalty and rewards programme that will be delivered in partnership with Barclays Bank and Fortress GB.
Called ‘My Arsenal Rewards’, the new programme will launch at the start of the 2021/22 season with all club members receiving an upgraded membership card, which will also work as an electronic matchday ticket, a rewards card and a payment card. Barclays will embed payment technology within the card allowing it to be used for all online and offline purchases at Emirates Stadium, club shops and anywhere that accepts Visa as a payment method. The payment service provided by Barclays can also be accessed via the Arsenal app.
Fans will earn loyalty points which they can then redeem for rewards or money-can’t-buy Arsenal experiences. Points will also be earned by spending at Arsenal affiliated high street and online brands, including club partners. The club’s commercial partners will be able to offer their own incentives and rewards through the programme.
Adam Herson, business development director at Barclays, said: “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.”
For Arsenal it is a significant step forward in engaging their commercial partners with their most loyal supporters (no figure was given for the number of cards that will be issued).
Peter Silverstone, Arsenal commercial director, said: “The development of this programme will allow us to reward our fans in a unique and personalised way … 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.”
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