Retailers can cash in on this season's goal-rush by signing up to football loyalty scheme Reward, which offers the potential to tap the spending power of 20 million UK fans.
Sports Loyalty Card has been set up by Gavin Dein, son of Arsenal FC vice-chairman David Dein. The demand for Reward has been tested via an online shopping trial involving Ipswich Town fans. Based on its success, it is now being offered to Birmingham City supporters. Manchester City and Everton are already on board and a further 10 clubs are expected to join by Christmas.
Tesco, Allders, Game and whsmith.co.uk participated in the Ipswich pilot.
'We have identified a user group that has been left in the wilderness,' said Dein. 'Clubs and retailers both want to drive footfall and this is a way of bringing them together.'
The scheme enables points to be built up via store purchases, which are redeemable against club memorabilia and tickets.
Andrew Dixon, former head of Tesco ClubCard, is on board as communications and marketing director, and predicts 1 million users by the end of the year.
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