As sports organizations strive to adapt to the challenges of modern fan engagement, one successful model offers a wealth of insights: Frequent Flyer Programs (FFPs). The best frequent flyer programs have revolutionized customer engagement for airlines, creating ecosystems that not only reward customers for their loyalty but also provide valuable data and unlock new revenue streams.
The good news, as was discussed in a recent episode of the Loylogic Podcast, From Frequent Flyer Programs to Fan Engagement Programs: How Loyalty Can Be the Savior of Sport, the principles that make FFPs successful can easily be applied to Fan Engagement Programs (FEPs), helping sports clubs and leagues build deeper connections with their audiences.
In this article we explore some of the key learnings from FFPs that loyalty experts Gabi Kool and Philip Shelper believe can transform how sports loyalty programs work. To listen to the podcast in full, simply click below, or read on to find out more.
1. Building a partner ecosystem for broader engagement
One of the most powerful elements of FFPs is their ability to create extensive partner networks, allowing customers to earn miles not just from flights but from everyday activities, such as shopping, dining, and using credit cards. Gabi, in the podcast, highlighted this key advantage: “Frequent flyer programs have built loyalty by creating ecosystems. Sports organizations should do the same, allowing fans to earn points through different touchpoints.”
FEPs can emulate this model by partnering with businesses and brands that resonate with fans, extending the ways in which they can engage. Fans could earn points not only from attending games but also from buying merchandise, subscribing to content, or interacting with a team’s sponsor network. This allows sports organizations to keep fans connected, even outside of game days, and opens up additional revenue opportunities.
2. Flexible and meaningful rewards are critical
FFPs succeed because they offer flexible ways for travelers to accrue points and redeem them for rewards that matter—whether it’s a free flight, an upgrade, or access to exclusive airport lounges. The key is in offering rewards that provide real value to customers, incentivizing them to stay loyal over the long term.
Fan Engagement Programs should also focus on offering a diverse range of rewards that appeal to different segments of their fanbase. As Philip explained, “Redemption is key. If fans can only use their points for things they don’t care about, it’s not going to work.”
For sports fans, valuable rewards could range from VIP tickets and exclusive team merchandise to once-in-a-lifetime experiences like meeting players or attending a training session. Offering a variety of options allows FEPs to cater to both casual and passionate fans, increasing the likelihood of sustained engagement.
3. Creating emotional bonds with fans
One of the strengths of FFPs is their ability to create emotional bonds between the airline and its customers. FFPs don’t just offer material rewards; they make customers feel recognized and valued. Priority boarding, access to lounges, and personalized offers are designed to make frequent flyers feel like part of an exclusive community.
In the sports world, the emotional connection between fans and teams is already strong, but FEPs can enhance this by offering personalized experiences that deepen that bond. Gabi noted, “Loyalty is about emotion. Offering a fan the chance to meet their favorite player or get behind-the-scenes access—that’s about creating memories.”
By offering exclusive experiences as rewards, FEPs can turn fan loyalty into something much more personal and meaningful, ensuring long-term support and engagement.
4. Unlocking hidden value in non-traditional fans
Just as FFPs allow even infrequent travelers to stay engaged through partner programs, FEPs can tap into non-traditional fans who may not attend games regularly but are passionate about the team. Philip emphasized, “There’s a huge segment of fans who aren’t going to games regularly but are engaging digitally. These fans are incredibly valuable.”
By allowing fans to earn points through digital interactions, such as watching live streams, following social media, or purchasing merchandise, FEPs can engage a wider audience and unlock value from fans who may otherwise be overlooked. This helps teams build a more inclusive engagement strategy that caters to fans wherever they are, whether in the stadium or at home.
5. Data is a key asset for tailored engagement
As discussed in a previous episode of the Loylogic Podcast - click here to listen - FFPs are known for generating vast amounts of data on customer preferences and behaviors, allowing airlines to tailor their offerings and communications. As Gabi noted, “Data is the future of fan engagement. Loyalty programs give you the tools to understand exactly how your fans are interacting with the club.”
FEPs can harness the same potential by using fan data to personalize the fan experience. By tracking how fans engage with digital content, attend games, or interact with sponsors, teams can create targeted marketing strategies, offer tailored rewards, and strengthen sponsor relationships. The data can also help sports organizations make smarter decisions, refine their offerings, and create fan experiences that are more aligned with individual preferences.
6. It is possible to monetize fan engagement
One of the biggest advantages of modern FFPs is their ability to monetize engagement across a wide range of activities, beyond just air travel. In the same way, FEPs can monetize fan interactions that go beyond the stadium. Philip observed, “Loyalty programs are a great way to monetize digital behavior. You don’t need fans to come to every game for them to stay loyal.”
By encouraging fans to engage with the team through multiple platforms—whether it’s mobile apps, live streams, or social media—FEPs can turn every interaction into a revenue opportunity. This approach is particularly effective for digital-first fans who may engage heavily online but don’t attend games in person. Monetizing fan engagement across platforms ensures that the club can capture value from fans wherever they are.
Fan Engagement Programs have the potential to revolutionize how sports organizations interact with their audiences. By learning from the success of frequent flyer programs, fan engagement programs can create broader ecosystems, offer meaningful rewards, and build emotional connections that deepen fan loyalty. With the right strategy, sports clubs can harness fan data, monetize digital engagement, and extend their reach to non-traditional fans.
In a rapidly changing sports landscape, the lessons from FFPs provide a proven model for success in the future of sports loyalty programs, helping organizations at all levels to overcome some serious challenges along the way.
