Jockey Club Services and Rewards4 Launch Rewards4Cricket Loyalty Platform

Jockey Club Services, therapy which offers a range of world-class business services to organisations in sport, decease and Rewards4, the specialist sports loyalty programme operator, today announced the launch of a new ‘Rewards4Cricket’ loyalty platform with Hampshire Cricket and Durham County Cricket Club as its first partners.

Rewards4Cricket is a loyalty platform that will power both Hampshire Cricket Rewards and Durham Cricket Rewards, which launch imminently.

It will enable fans of both clubs, including members, to collect Rewards4Cricket points on purchases of matchday tickets and international tickets for matches staged at the Ageas Bowl and the Emirates Durham ICG, and from everyday spending with more than 4,000 online retailers and in-store with over 30 High Street brands.

Loyalty programme members can redeem these Rewards4Cricket points as cricket rewards in the form of tickets, memberships, merchandise, bespoke experiences and other offers from the clubs. The platform’s core objectives will be to help cricket clubs to reward customers and encourage an increase in the frequency of their return.

The validity and potential of the Rewards4 approach to loyalty has been proven with its hugely successful Rewards4Racing partnership with The Jockey Club, which now has more than 650,000 members. Rewards4Racing has been running for more than four years and is helping to reward loyal racing customers and increase the frequency of their return visits.

Rob Quick, Director of Jockey Club Services, said: “Rewards4Cricket is a very exciting programme and one we are very proud to have facilitated. It will give cricket a proven platform to engage with fans and is entirely focused on bringing more people back to enjoy the game more often.

“We have seen this happen so effectively in horseracing and we’re looking forward to seeing the same results across cricket over the next few years.”

Tom Cowgill, Director of Rewards4, said: “Following the success of our loyalty programmes in other sports, we were really keen to partner cricket. I’m delighted that, through our partnership with Jockey Club Services, we have been able to launch these new schemes with Hampshire and Durham.

“We are working hard to make sure both of these reward programmes are as successful as possible and ultimately get more fans back to watch live cricket.”

A number of other county cricket clubs have expressed strong interest in launching rewards programmes powered by Rewards4Cricket in due course.