Work / Loyalty · Product · Data
Cavs Rewards
Sports loyalty rewarded the fans already in the building. Cavs Rewards is built for every fan: link a card, earn points on everyday purchases, and redeem them for experiences only the Cavs can offer. It won Platinum in the Loyalty360 New Loyalty Program Launch category, against brands from every industry, not just sports.
What we did
- The problem: sports loyalty only reached fans in the arena, favored season ticket holders, and left teams blind to how fans spend everywhere else.
- The idea: a loyalty program for every fan, wherever they live. Link a card, earn points at partner brands from Giant Eagle to Great Lakes Brewing Company, and redeem for tickets, merchandise, experiences and collectibles.
- Built with UpTop, the first use of card-linked loyalty at scale by a sports team. No point-of-sale integration, so a new partner can go live in about a day.
- A model partners can say yes to: no upfront cost, and anonymized spend data that shows what the partnership is worth.
- After year one: more than 21,000 fans, more than 4.6 million consumer transactions and more than 1,600 rewards redeemed.
- Part of a connected fan identity strategy: Cavs ID, single sign-on and progressive profiling, so every fan has one record that grows richer over time.
- Recognition: Platinum winner, Loyalty360 New Loyalty Program Launch.
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