Goal! Top 7 examples of loyalty in football clubs

For football fans, loyalty is instinctive, but for clubs, it’s a craft. As stadium chants give way to digital experiences, teams are rethinking how they build deeper ties with supporters. Loyalty programs, once seen as corporate extras, are becoming business strategies, helping clubs strengthen fan commitment, boost revenue, and weather competitive pressures.

In this article, we dive into some of the most compelling examples of loyalty innovation in football, unpacking the mechanics behind them and the football loyalty software that makes it all possible.

Challenger clubs - those outside the elite echelons of Manchester United or Barcelona - are where loyalty programs prove most vital. While the top 20 richest clubs generated €11.2 billion in 2023/24, with giants like Real Madrid exceeding $1.1 billion in annual revenue (Deloitte), mid-tier teams operate on a fraction of that, often earning between $25 million and $150 million per year (Football Benchmark). 

Unlike megabrands that can rely on global fanbases and lucrative sponsorships, challenger clubs face a reality where fostering local loyalty is existential. 

Their commercial income is heavily dependent on matchday attendance, retail, and memberships - categories where a well-designed loyalty program based on a solid API-first software platform such as Open Loyalty - can drive double-digit growth in repeat purchases and fan satisfaction.

Key Takeaways

• Modern programs reward attendance, early arrival, and engagement rather than just purchases, recognizing that emotional investment drives loyalty more effectively than discount-based exchanges.
• Football fandom passes across generations with the intensity of national identity. Programs must honor legacy and family bonds rather than simply incentivize transactions.
• Integrated ecosystems combining NFC payments, mobile apps, and CRM systems transform every interaction into data that powers personalized engagement at scale.
• Meet-and-greets and behind-the-scenes access create emotional bonds that financial incentives cannot match. Fans seek meaning and connection, not discounts.
• Leaderboards and fan spaces create tribe dynamics where supporters are loyal to each other, making programs resilient against performance downturns.
• Annual resets ensure loyalty reflects current commitment rather than legacy status, preventing complacency while recognizing new generations of fans.

Stay up to date with every trend, even those related to email marketing strategies. See where loyalty programs are heading next year. The latest Loyalty Program Trends report breaks down global data, expert insights, and real examples that show how brands keep members engaged.

‍

How do European challenger clubs structure their loyalty programs?

Mid-tier European football clubs have developed distinct approaches to fan loyalty, each reflecting different philosophies about what drives supporter engagement. 

Here's how the leading programs actually work.

Club Brugge

In 2025, Club Brugge shifted its loyalty program from a basic cashback model to a more layered system designed to reward both spending and engagement. The new structure allows fans to earn points through traditional purchases - such as tickets, merchandise, and concessions - as well as through behaviors that reflect deeper involvement.

For example, fans accumulate points by arriving early to matches, forwarding unused season tickets to other supporters, and attending U23 squad games. The system also acknowledges digital engagement, rewarding fans for interacting with club content online.

On the redemption side, supporters can exchange points for shop vouchers or seek access to the Gold membership tier, which includes priority ticket sales, enhanced cashback rates, birthday perks, and exclusive events.

A key part of the evolution is Club Pay, a co-branded payment card linked to everyday spending. When fans use it at partner brands like DAZN, Emma Sleep, or Just Russel, points flow automatically into their Club Wallet, which extends the loyalty experience beyond matchdays and into daily routines. As Lotte Denoo, Head of Loyalty at Club Brugge, puts it:

“We reward our fans not just for what they buy, but also for how they engage with the Club. Whether it's attending matches, supporting us online, or shopping at the Club, every action brings them closer to exclusive benefits and recognition.”

Key features:

• Dual-earning system - points earned through purchases and behavior (attendance, content interaction, ticket forwarding).
• Club Pay - Universal payment card that earns points through designated retail partners.
• Digital wallet experience - centralized Club Wallet with real-time tracking and mobile app integration.
• Tiered membership benefits - exclusive perks available through achieving Gold status.
• Everyday touchpoint design - loyalty tied to daily purchases beyond football contexts.

Lech Poznań

Lech Poznań’s “LECHICI” program is a sophisticated loyalty system that mirrors the club’s youth academy structure. By prioritizing emotional engagement and physical presence over simple ticket purchases, the club reinforces the authentic connection between the institution and its supporters. Instead of rewarding passive behavior, the system celebrates fans who actively live their passion for Lech.

At the heart of the program is a tiered structure with five progressive levels: Żak (Student), Młodzik (Nipper), Trampkarz (Youngster), Junior, and Senior. Each tier symbolizes a deeper commitment and comes with increasing privileges. Fans advance through these levels primarily based on actual attendance at home matches, not just buying tickets. This mechanism prevents system abuse (e.g., reselling tickets) and ensures that true loyalty is recognized and rewarded.

Fans earn points by attending league matches, purchasing from the club store, and engaging with club promotions. These points can be exchanged in a dedicated rewards catalog featuring both material benefits and exclusive experiences - like behind-the-scenes tours, player meetings, and training session invitations - often unavailable through ordinary means.

A unique feature of the LECHICI program is its seasonal reset. Each campaign spans a single Ekstraklasa season, after which all points expire and every participant returns to the Żak level. It creates ongoing engagement by motivating fans to stay continuously active throughout each season.

Technologically, LECHICI operates within an integrated digital ecosystem. Loyalty accounts are linked to the ticketing, e-commerce, and payment systems, ensuring that all fan activity, whether online or offline, is seamlessly tracked and rewarded. This data-driven approach allows the club to personalize communications, tailor promotional offers, and better understand fan behavior.

The Karta Kibica (Fan Card) plays a crucial role by serving both as a stadium entry pass and a loyalty identifier. With it, every action - from ticket scanning to merchandise purchases - automatically accumulates points, reinforcing a unified and frictionless fan experience.

Key features:

• Tiered fan journey - Reflects increased engagement and is inspired by the club's youth development path.
• Match-based reward system - Prioritizes actual stadium attendance as the primary point-earning activity.
• Seasonal reset - Maintains ongoing engagement by resetting points and tiers every season.
• Experiential rewards - Offers exclusive opportunities such as player meet-and-greets and access to press events.
• System integration - Real-time syncing across loyalty, ticketing, and e-commerce platforms enables personalized engagement and behavior insights.

AZ Alkmaar

AZ Alkmaar’s loyalty program harnesses marketing automation and data intelligence to create personalized, emotionally resonant interactions and strengthen the bond between the club and its supporters, whether they’re season ticket holders or occasional matchgoers.

The Clubkaart, a free digital membership card that serves as both a ticketing facilitator and a loyalty conduit, is at the centre of the program. Available instantly via email or by request as a physical card, it gives fans access to purchase tickets, receive offers, and participate in club events. 

With each cardholder permitted up to five ticket purchases per match, the club encourages group attendance and multi-fan engagement. Importantly, access is restricted to ensure fidelity: only supporters without season cards at other Dutch clubs are eligible.

But what makes AZ’s loyalty strategy unique is the fan segmentation framework developed in partnership with data analytics consultancy Two Circles. Fans are divided into seven behavioral categories, and each segment receives tailored communication via automated systems. 

For instance, a fan’s birthday might trigger a personalized ticket discount, while merchandise recommendations and exclusive access are delivered based on past transactions. The system also adapts dynamically. Fans who attend just two matches a season are re-classified as “repeat attendees” and nudged toward greater participation.

This data-centric approach operates across three strategic layers: season members (top tier), repeat attendees (middle), and occasional visitors. Each layer is served with targeted engagement designed to improve revenue while maintaining a healthy balance of season tickets. 

The loyalty platform is powered by integration across digital touchpoints. Ticketing systems, online store activity, and even interactive media tie into a centralized data engine, enabling real-time tracking and hyper-personalized communication. 

The club also leverages partnerships - such as those with eToro - to deliver themed events and content that extend the program’s value beyond matchdays. The result is a powerful blend of access, experience, intelligence, and community-building.

Key features:

• Behavioral segmentation - fans grouped into seven categories to enable customized engagement and dynamic workflows.
• Clubkaart system - free digital membership card enabling ticket access, event participation, and offers – synced across digital platforms.
• Personalized automation - birthday offers, favorite player interactions, tailored merchandise drops, and renewal nudges based on activity.
• Partnership-driven experiences - collaborations with brands such as eToro create expanded experiential value and community integration.
• Data-driven retention strategy - real-time tracking and personalized campaigns contribute to high retention and yearly fanbase growth.

Servette FC

Servette FC has built a loyalty program structured around a mobile-first ecosystem. Fans interact through the club’s dedicated app, which serves as a centralized hub for challenges, leaderboards, news, ticketing, and community discussions. Through this platform, activity is continuously tracked and translated into points, giving users a clear sense of growth as they progress through tiers and unlock rewards.

Fans earn points for attending matches, engaging with digital content, participating in quizzes and polls, or making purchases like tickets or merchandise. These actions result in accumulated points that enable users to elevate through levels, each associated with escalating perks. From exclusive media and priority access to enhanced discounts or VIP experiences, progressing through tiers reinforces the sense of belonging and commitment.

A standout mechanism is the public leaderboard that activates social comparison motivators, which encourages not just engagement but ongoing participation, as fans return to improve (or defend) their standing as top supporters. 

Weekly challenges, in-app activities, and social features ensure that the program remains relevant year-round. At the same time, every action adds to the club’s CRM database, giving Servette valuable insights for personalized marketing and targeted sponsorships.

Key features:

• Gamified point system - fans earn points for a wide range of activities - from match attendance to digital engagement - creating a continuous cycle of participation and reward.
• Tiered status levels - structured progress offers escalating benefits, fostering long-term engagement and incentivizing sustained interaction with the club.
• Public leaderboard - competitive ranking system leverages social motivation and encourages fans to stay active in order to climb or maintain their position.
• All-in-one mobile app - the entire experience is housed within a streamlined app, offering seamless access to news, tickets, challenges, and social features.
• Community and personalization - integrated chats, polls, and personalized content strengthen the bond between fans and the club while feeding valuable data back into marketing and fan development efforts.

Real Sociedad

‍

Real Sociedad has developed a hybrid loyalty framework that blends traditional fan perks with modern digital engagement. This includes token-based interactions, gamification, and social community features, all accessible through a dedicated mobile app - Realzale.

This digital wallet-like interface centralizes membership cards, ticketing, content access, and retail offers. Fans can personalize their profiles, consume exclusive multimedia, and complete interactive challenges - always earning points that feed into a broader reward structure. 

A standout aspect of Real Sociedad’s system is the integration of blockchain-based Fan Tokens, made possible through Socios.com. These tokens offer more than just digital collectibles; they are a gateway into fandom. Token holders engage in club polls, predict match outcomes, and voice opinions on non-strategic decisions - adding a sense of personalization to their support. 

The app gamifies every interaction, from match check-ins to prediction games, converting them into points redeemable for premium experiences such as VIP tickets, behind-the-scenes stadium tours, signed kits, or even player meet-and-greets. The blockchain element introduces transparency, the limited token supply ensures scarcity, and tradability creates additional value, especially for international fans.

The app evolves beyond transactions and rewards. It hosts an active digital community where fans can share content via features like the “Fan Wall.” Integration with augmented reality and personalized feeds transforms the fan journey into a dynamic, immersive experience. 

Key features

• Tokenized engagement - tokens give supporters a voice in official club polls and access to blockchain-based rewards and experiences.
• Gamified reward system - points accumulated via predictions, check-ins, quizzes, and participation can be exchanged for exclusive perks such as VIP seats, merchandise, or player encounters.
• Tiered membership structure - fans can register as RS Fans, with added recognition for long-term loyalty through badges like the “Insignia de Oro” and special benefits for shareholders or senior members.
• Centralized fan hub - the Realzale app connects ticketing, digital payments, merchandise deals, exclusive content, and personalized feeds into one cohesive platform.

SK Rapid Wien

SK Rapid Wien maintains a classic, tier-based membership system designed to engage supporters from early fandom through lifelong devotion. The club offers age-specific tiers - Greenie (0 - 13), Youth (14 - 18), Regular (19+), and the exclusive “My Life” membership. Members enjoy benefits such as ticket priority for all matches, season ticket discounts, and fan shop perks.

Rapid Wien’s loyalty experience extends into the stadium with Rapid Mari€, a digital currency enabled through NFC cards for seamless cashless purchases at kiosks and shops. Digital receipts, top-ups, and balance viewing are all tied to each fan's club account. 

The program also features personal touches like purchasable video messages from players, sponsorship opportunities for younger fans, and travel services for European matchdays.

Key features:

• Tiered memberships: Greenie, Youth, Regular, My Life
• Ticket priority, discounts, and “Abo Plus” reserved seating
• NFC-based stadium currency (Rapid Mari€)
• Resale platform for season ticket holders
• Personalized experiences and strong fan culture (“Block West”)

RSC Anderlecht

RSC Anderlecht has embraced digital innovation to transform fan loyalty into a connected ecosystem. Their season ticket offering includes automatic renewals, resale cashback, and priority access to cup and European matches. 

Complementing this is Mauve Membership, which offers digital perks like ticket priority, exclusive Mauve TV content, and merchandise discounts, accessible through monthly or annual subscription plans.

At the core of Anderlecht’s approach is its NFC-enabled stadium infrastructure. Powered by PlayPass technology, all stadium purchases are cashless, driving a 35% increase in concession revenue while feeding valuable behavioral data into the club’s CRM system. 

The RSCA app centralizes the experience, offering fans access to ticketing, contests, prediction games, AR experiences, and synchronized light shows, building an immersive blend of utility, engagement, and entertainment.

Key features:

• Season ticket model with priority access, auto-renewals, and cashback
• Mauve Membership with Mauve TV, shop discounts, and digital benefits
• NFC-powered cashless stadium payments and digital receipts
• CRM integration for behavior tracking and personalized offers
• Fan engagement features like contests, prediction games, and AR matchday experiences

Loyalty in football clubs: Program comparison

The trend is unmistakable: behavioral engagement mechanisms are overtaking purely transactional models. Programs increasingly reward early arrival, ticket forwarding, youth team attendance, social media engagement, content consumption, and poll participation. 

The shift recognizes that emotional investment and habit formation drive loyalty more effectively than discount-for-purchase exchanges.

What makes football loyalty programs work

Football fan loyalty operates on fundamentally different principles than B2B or B2C brand relationships. In traditional business contexts, loyalty is cultivated through product quality, customer service, and transactional incentives, and customers can and do switch brands when a better offer comes along. But football fandom defies these rational market behaviors.

It's inherited, irrational, and immune to performance metrics that would sink any conventional brand. Understanding these distinctions is crucial for designing loyalty programs that resonate with the unique psychology of sport supporters.

Generational recognition

Football loyalty isn't a consumer choice: it's kind of a birthright, as fans support their clubs with the same emotional intensity as national or religious identity, and that devotion is passed down across generations. This bond means loyalty programs must resonate differently with football supporters. 

Clubs must honor legacy, celebrate family fandom, and recognize that loyalty is woven into cultural identity long before any transaction occurs. Family-linked accounts, legacy member status, and multi-generational perks honor the inherited fandom.

Attendance-based rewards

In most industries, poor performance triggers churn. In football, it deepens commitment. Fans endure relegation, scandals, and trophy droughts not despite disappointment, but because of it. Their bond isn't built on product quality but forged through shared suffering, communal joy, and collective identity, which demands a different approach to rewarding loyalty. 

Club Brugge awards points for arriving early or supporting youth teams. Lech Poznań resets loyalty tiers annually, ensuring status reflects current engagement rather than past glory. These programs understand that true loyalty isn't about winning but about showing up, especially during tough seasons, youth matches, or away games.

Ritual reinforcement

Football fandom thrives on ritual. Pre-match routines, lucky scarves, the same seat every game, these repetitive behaviors create psychological comfort and reinforce belonging. 

Smart loyalty programs tap into this by rewarding attendance streaks or early arrivals, turning personal rituals into recognized devotion. Benefits for early arrival, consecutive match attendance, and participation in club traditions reinforce these meaningful behaviors.

Community building

But belonging is communal. Leaderboards like Servette FC's transform loyalty into friendly competition within the tribe. Members-only events and digital fan spaces allow supporters to feel celebrated by both club and community. 

This social dimension is what separates football loyalty from ordinary customer retention: fans aren't just loyal to the brand, they're loyal to each other. Fan forums and recognition within the supporter tribe strengthen these bonds.

Identity markers

For many supporters, the club is an extension of self. Programs that offer exclusive kit drops, personalized content, or access to club rituals understand that fans consume symbolically. AZ Alkmaar's personalized postcards signed by a supporter's favorite player exemplify this perfectly: they're identity made interactive, and therefore priceless. 

Exclusive merchandise, personalized content, and digital badges serve as tangible markers of belonging.

Experiential over transactional

Football fans make gloriously irrational decisions. They travel for hours, spend disproportionately, and endure heartbreak because the emotional return justifies it all. When disappointed, they don't switch allegiances; they double down. Their loyalty is far beyond transactional. 

This is why experiential rewards outperform discounts in football. Meet-and-greets, behind-the-scenes tours, training ground visits, and player interactions create memories that fuel lifelong stories and deepen bonds.

Emotional storytelling

The most effective programs understand that fans aren't seeking margin; they're seeking meaning. They don't want better deals: they want to feel closer to something they already love unconditionally. 

Personalized communications referencing shared club history, memorable moments, and the collective journey reinforce this emotional connection and make fans feel truly seen.

Flexible tier systems

Annual resets or engagement-based progression that rewards current passion, not just legacy status, ensures loyalty programs remain dynamic and fair. 

This approach recognizes that devotion should be measured by present commitment, allowing new generations of fans to earn their place while honoring those who continue to show up season after season.

Conclusion: What European football tells us about loyalty

What sets European football apart in the loyalty landscape isn't just the sophistication of the technology or the cleverness of the program mechanics; it's the emotional substrate these systems are built upon. 

In cities across Belgium, Poland, the Netherlands, and Switzerland, football clubs represent something no retail brand or B2B platform can replicate: multi-generational identity, collective memory, and community belonging that transcends winning and losing. The loyalty programs profiled here succeed not because they've gamified engagement or optimized point systems, but because they've recognized and honored what already exists in the hearts of supporters.

Yet understanding the emotional foundation is only half the equation. The clubs making the greatest strides have invested in flexible technology platforms that can evolve alongside fan expectations and market dynamics. 

API-first loyalty systems allow organizations to experiment with new earning mechanics, integrate emerging payment technologies, and personalize communications at scale without rebuilding infrastructure from scratch. 

The balance between honoring tradition and embracing innovation – between the grandfather who brought his grandson to his first match and the mobile app that captures that moment – is where European football is writing the next chapter of fan engagement. For loyalty managers across industries, the lesson is clear: technology enables, but emotion endures.

FAQ: Football loyalty best practices

What makes football loyalty programs different from traditional retail or B2B programs?

Football loyalty is inherited rather than earned through transactions. Fans support clubs with the same emotional intensity as national or religious identity, passing devotion across generations. It means programs must honor legacy and family fandom rather than simply incentivizing purchases. 

The bond is forged through shared suffering and collective identity, not product quality.

How do behavioral rewards differ from traditional points-for-purchase models?

Behavioral rewards acknowledge activities beyond transactions – arriving early to matches, forwarding unused tickets, attending youth team games, or engaging with digital content. 

Club Brugge and Lech Poznań demonstrate that true loyalty is about showing up and participating, not just spending money. This approach values emotional investment over wallet size.

What role does technology play in modern football loyalty programs?

Technology enables seamless integration across touchpoints. NFC-enabled cashless payments capture behavioral data while improving convenience. 

Mobile apps centralize ticketing, contests, and engagement features. CRM systems allow personalization at scale. The technology stack, combining payment integration, mobile platforms, and marketing automation, transforms every interaction into loyalty-building opportunities.

How do clubs balance rewarding legacy fans with attracting new supporters?

Programs like Lech Poznań's annual reset allow new generations to earn their place while recognizing those who continue to show up. Family-linked accounts and multi-generational perks honor inherited fandom. 

The key is measuring devotion through present commitment rather than just tenure, making programs both fair and dynamic.

Why do some clubs use blockchain tokens like Real Sociedad?

Blockchain tokens give fans genuine influence through voting on club decisions and access to exclusive experiences. The scarcity and tradeability create additional value, especially for international supporters. Tokens transform passive consumers into active participants with a voice in club matters, deepening the sense of ownership and belonging.

How important is ritual reinforcement in football loyalty programs?

Football fandom thrives on ritual - pre-match routines, lucky scarves, the same seat every game. Programs that reward attendance streaks or early arrivals turn personal rituals into recognized devotion. These repetitive behaviors create psychological comfort and strengthen belonging. 

Acknowledging and reinforcing these rituals deepens emotional bonds between fans and clubs.

Can mid-tier clubs compete with wealthy clubs through loyalty programs?

Mid-tier clubs operate on significantly smaller budgets than elite teams, making local loyalty existential rather than optional. Their commercial income depends heavily on matchday attendance, retail, and memberships, exactly where well-designed loyalty programs drive growth. 

Unlike global megabrands, challenger clubs must foster deep local connections, and sophisticated loyalty systems provide that competitive advantage.

How do loyalty programs build community beyond individual rewards?

Programs create community through leaderboards, members-only events, digital fan spaces, and forums where supporters feel celebrated by both the club and fellow fans. 

This social dimension is critical - fans aren't just loyal to the brand, they're loyal to each other. Recognition within the supporter tribe strengthens bonds and transforms individual loyalty into collective identity.