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Play Ball: New Loyalty Program Targets Major League Baseball Fans

By Aug 03, 2005

A new customer loyalty company, Sports Loyalty Systems, has launched to design, operate and market programs for Major League Baseball franchises.

The program allows fans to earn points both in and outside ballparks that can be redeemed for game tickets and club merchandise, as well as admission to special events.

Fans will be able to sign up for the program at the ballparks or online at individual MLB franchise Web sites. The Los Angeles Dodgers is the first to sign on to the program and expects to launch it at Dodgers.com by yearend.

In a related development, SLS has signed a joint agreement with MLB Advanced Media, the interactive media and Internet company of MLB, which manages the 30 individual team Web sites. The deal calls for MLB Advanced Media to provide the SLS programs to the ball club franchises.

SLS was launched by Les Otten, vice chairman of the Boston Red Sox and founder of the American Skiing Co.

In April, Affinity Club Network aligned itself with the MLB Players Association to launch the Players Choice Platinum Club loyalty program for fans. The club offers benefits to individual members as well as families, including customized player related collectibles and discounts on popular player products. The membership fee is $19.95 a month.