John Lewis Partnership's online retail arm, Johnlewis.com, has decided to play ball with sports loyalty scheme TeamCard.
JLP and electricals giant Dixons are among 25 high street signings to the scheme's new online marketplace at www.teamcard.com.
The Web site enables card-carrying football, rugby and golf fans to accumulate points while shopping online. The points can be redeemed on tickets and club merchandise.
TeamCard differs from rival loyalty card schemes as it employs smart card technology that can provide valuable data on the elusive shopping patterns of Britain's males.
TeamCard managing director Randal McLister said the Web site offers 'true transparency', because it can deliver layers of reporting on card use, including transactions, customer acquisition and promotional effectiveness.
'Because of fans' loyalty to their football clubs, they willingly give high levels of detail, and our multi-channel system translates this into bottom-line knowledge,' said McLister.