New Arsenal fan rewards program will also create opportunities for sponsors


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  • My Arsenal Rewards program to reward fans who bought tickets, attended games and made purchases
  • Rewards will include playing on the grounds of the Emirates Stadium, watching a game from the welcome stand and attending a press conference by Mikel Arteta
  • Adidas and Cadbury already on board as partners in new program

Arsenal have launched a new fan rewards program that will also create opportunities for the club’s sponsors, according to Peter Silverstone, Premier League commercial director.

Launched ahead of the upcoming 2021/22 season, the My Arsenal Rewards program gives fans the ability to effectively convert their daily interactions with the club into cashless rewards, prizes and experiences.

The new My Arsenal Rewards membership card, which Seasonal Membership holders and Adult Paid Members will receive in preparation for the new campaign, will function as an electronic match day ticket, rewards card and payment card for UK based members.

Club members will be able to earn points by purchasing tickets, attending games, and using their prepaid membership card to make purchases at the club’s online and physical retail stores, as well as with select partners and a range of affiliates.

In return, supporters will receive rewards, including a chance to play on the grounds of Arsenal’s Emirates Stadium, visit the club’s training ground, watch a game in the new dedicated My Arsenal hospitality box. Rewards and attend one of the Mikel managers. Arteta press conferences.

Talk to SportsPro, Silverstone said there would be opportunities to integrate the club’s business partners into My Arsenal Rewards, with Adidas, the team’s kit supplier, and Cadbury already on board as partners in the initiative.

He added that other sponsors such as Lavazza, Santa Rita, Camden Town Brewery and Octopus Energy have expressed interest in the program, which will allow Arsenal to reward fans for their engagement with their partners.

However, Silverstone stressed that while My Arsenal Rewards will present business opportunities with club partners, the success of the new program will not be determined by the bottom line.

“I think the first thing to say is that despite my title of sales manager and the fact that this program is mainly managed by the different departments of the sales team, the determining factor for success will not be the bottom line,” he said. said Silverstone. Recount SportsPro. “The measure of the success of this program will be in being able to bring fans closer to the club they love. And it is genuine.

“We are confident that based on the discussions and commitments we have had with our passionate fan groups who have been involved in shaping the program, we will take fan engagement to a new level and provide our supporters with the best world sports fan experience. And My Arsenal Rewards is a key part of it. “

Arsenal believe that My Arsenal Rewards is a unique program for one of the major football clubs, as such a loyalty program has never been implemented “at the size and scale” of the grassroots members of the Gunners, according to Silverstone, who has said he expects other clubs to implement similar initiatives in the future.

Silverstone also said My Arsenal Rewards was not launched in part in response to events of the past 12 months, including the club’s decision to join and then walk away from a breakaway competition proposal from the European Super League (ESL).

Instead, Silverstone revealed that Arsenal have been in conversation with fan groups “over the past few years” about the new initiative and said the club will continue to engage fans on the evolution of the program. in the future.

“We were almost able to announce and launch this last year,” said Silverstone, “but because we didn’t know when the fans would be returning to the stadium at that time, and also the work of building the hub, app development, creating the rewards, we wanted to take time and that time has been used very well this year.

“My Arsenal awards came regardless of ESL. Our desire to build, engage and reward our fans came long before ESL, and ESL is something that we have discussed and for which we stand for. apologies at the board and property level.

“But from a day-to-day perspective, our relationship with our fan groups has been extremely strong on initiatives such as My Arsenal Rewards, the return to the stadium during the Covid period, different areas of membership. The timing is therefore just perfect.

My Arsenal Rewards is the latest in a series of fan engagement initiatives announced by North Londoners, which Silverstone says are part of Arsenal’s goal to be seen as “the football club on the most innovative in the world ”.

In July, Arsenal became the latest club to partner with blockchain company Chiliz, which will lead to the launch of the $ AFC fan token on’s fan engagement platform. My Arsenal Rewards members will have a limited time to receive a free $ AFC Fan Token, which will give supporters the right to participate in interactive polls, games, competitions and quizzes each season.

Prior to that, Arsenal confirmed they would join a growing list of Premier League clubs that have been the subject of a documentary series on streaming service Amazon Prime Video.

Arsenal will kick off the new Premier League season on August 13, when they travel around the capital to face newly promoted Brentford.

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