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Birmingham City launch Blues Loyalty Portal

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Birmingham City FC’s ‘fan loyalty program’ has moved up a level this morning with the announcement of their Blues Loyalty Portal.

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.

We see the portal as often being a key ingredient to a points based program. The strategy and application of the program is what will make it really tick, however a portal gives point of focus and a medium to engage with members. If a fan is close to the next level, or to claiming a reward that they really want, the portal will help to keep them aware of that and motivate them to get there sooner.

After working on a number of loyalty projects outside of the UK (North America, the Middle East and Singapore) during the past couple of years, we’re pleased to see another example of loyalty application in the UK.

Birmingham City are already renowned for delivering some great CRM and fan engagement projects (working closely with our friends at 4Sight Sport & Leisure) and it’s exciting to see the addition of the Blues Loyalty Portal to their marketing and fan engagement activity.

We spoke to Blues’ Head of Brand and Marketing, Tom Rowell about the announcement who 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.”

Here’s a link to the announcement on and if you fancy taking a look at our infographic on loyalty programs in sport click here.




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