When the Vancouver Whitecaps of Major League Soccer (MLS) launched its new loyalty program for its season ticket holders on March 1, it marked the first of its kind in the British Columbia sports industry.
“The more a season ticket holder chooses to participate, the more points they earn, and the more benefits they are able to receive,” Jenna Visram, Manager, Communications and Community Relations for the Whitecaps, told Loyalty 360.
Season ticket holders can use their ‘Caps Cards – the club’s new sustainable season ticket card, which is the first of its kind in BC’s professional sports market – to collect ‘Caps points and redeem them for exclusive rewards and benefits.
Visram said all of the club’s 13,000 season ticket holders are eligible to participate in the loyalty program by using their ‘Caps Card. Season ticket holders use their ‘Caps Card to earn ‘Caps points by swiping their card when arriving at BC Place for home matches, when purchasing food, beverages, or merchandise at the stadium, and by viewing away broadcasts, among other opportunities.
Loyalty points can be viewed in the ‘Caps Card online portal where they can be redeemed for rewards such as participation in raffles and auctions for unique merchandise, behind the scenes tours of BC Place, special invitations and VIP experiences at events such as the ‘Caps Open Practice, autograph signing sessions with Whitecaps FC players, and the grand prize of a trip for two to the MLS Cup final.
Visram said the team wanted to find a way to be able to provide more opportunities and rewards its most loyal supporters for their ongoing support.
“With the move this season from printed paper tickets to a sustainable, wallet size season ticket holder card, the loyalty program was born,” she said. “The launch of the loyalty program allows Whitecaps FC to work with BC Place and club partners to create a new and unique sports experience for our season ticket holders.”
Season ticket holders have provided positive feedback through the first two home matches, Visram said.
“They are excited that activities that they are being rewarded for are things they have always done such as showing up early for matches, or buying food and beverages at BC Place,” Visram said. “Many are already striving for the top VIP experiences, and look forward for the chance to secure more points at upcoming matches.”
In addition to the loyalty program, the ‘Caps Card also provides a 15% discount on merchandise at BC Place, and additional discounts and specials at Whitecaps FC pub partners.