Football stadium

Rewarding fans with what matters most

Barclays have partnered with fan engagement specialists, Fortress GB, to launch a new membership scheme for sports teams, which aims to deepen the connection between a club and its fans and open up new commercial revenue opportunities in the process. The collaboration involves a tie-up between one of the UK’s largest banks and a sports technology company with clients in sports leagues around the world,

including all major US leagues (NFL, NBA, MLB, MLS and NHL), and 16 of the 20 teams in the English Premier League.

The programme will launch with Harlequins RFC in 2020, followed by Arsenal in the 21/22 season. More club partners for the 2021/22 season will be announced soon.

For clubs

The Barclays and Fortress proposition creates a direct link between clubs’ fan engagement efforts and commercial programmes, whilst aggregated data on spending can help conversations with sponsors and add value to the overall match day fan experience. By offering a wider range of benefits and rewards to fans, clubs will hope to engage fans more deeply and on a more regular basis. Secondly, and perhaps more importantly, clubs can gain access to data about how, when and where their fans are spending money, transforming the conversations they will have with retail sponsors and opening up whole new commercial revenue opportunities.

For fans

Fans can use the same membership card they use for stadium access on match days for their regular, everyday spending, earning reward points in the process which can be redeemed for a choice of rewards. The rewards available will be set by each club and will range from things like club store discounts and opportunities to buy replica kits before wider release, all the way to “money can’t buy” experiences such as the chance to meet players and watch training sessions.

For retailers

The programme enables partners and retailers to directly access fans, drive new customer acquisition, and cement fans loyalty. Marketing ROI can also be measured, with affiliate fees only payable upon fan spend with their business.

Contact Us

To discuss how the Barclays/Fortress programme can help you, please email james.anderson@barclays.com and we'll get back to you as soon as we can.