The University of Michigan Athletic Department is in the beginning stages of developing a student loyalty program.

David Ablauf, associate athletic director for media and public relations, confirmed that the athletic department is "exploring a student loyalty program" but said that officials "haven’t finalized a model for the program" or set a launch date.

Loyalty programs are designed to boost attendance at athletic events by offering students incentives —usually in the form of priority seating at football and basketball games— to go to games early or attend low-traffic events.

A recent U-M job posting for an assistant director of marketing position notes that athletics is establishing "a best in class student loyalty program" and that the employee would be responsible for overseeing the launch, "develop[ing] student profiles, rewards and redemption" and "develop[ing] strategies to increase student loyalty acquisition and engagement."

Ablauf declined to comment further on the loyalty program, saying "we haven't finalized a program and the details yet."


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