How Kalder's Loyalty Program Transformed Fan Engagement, Enhanced Revenue Streams, and Streamlined Club Operations in Benfica

In the competitive realm of sports, clubs are continually seeking innovative ways to enhance fan engagement and drive revenue. Kalder's Loyalty Program emerged as a groundbreaking solution that not only addressed these challenges but also transforms the traditional fan experience.

By integrating a digital wallet with cashback rewards and gamified loyalty programs, Kalder enables clubs to build stronger connections with their supporters while unlocking new income streams.

The Problem

Many clubs struggle with ineffective loyalty programs that fail to yield substantial revenue and turn into cost centers, have complicated integration with existing systems, and possess difficulties in creating effective marketing strategies and execution plans.

These existing issues resulted in missed opportunities to strengthen the connection between clubs and their supporters, and could not foster long-term fan engagement among fans.

The Solution

In response to these challenges, Kalder implemented a comprehensive Loyalty Program for Spot Lisboa e Benfica that focused on member retention, fan engagement, personalisation and revenue.

Kalder implemented multiple in-app quests for the members to complete, allowed for profile customization such as points, badges, and statuses for interested members, and provided a new channel for the community to chat and create threads about their favorite players, enhancing the fan experience and fostered deeper connections between clubs and their supporters.

Not only that, when it came to monetization and revenue, Kalder provided the club with wallets for their members, allowed fans to link their credit and debit cards to a club-specific digital wallet, provided cashback partner rewards, as well as created paid and free membership tiers; this allowed fans to earn extra cashback from Benfica’s partner businesses while participating in gamified loyalty programs.

The Results

By implementing a multi-layered loyalty program onto Benfica members, the club was able to reach an impressive average balance of €2.9 million in fan wallets, with 14.5% of surveyed club members stating that the Benfica loyalty program is a reason for their membership.

With over 2 million transactions processed and a total consumption of €88 million, Benfica's loyalty program demonstrated significant financial growth and enhanced member retention, boasting over 290,000 active members, 67,000 cashback users and over 1250 partner brands participating in the initiative.

This personalization allowed for higher conversion and monetization has also inspired Benfica to invite more brands and sponsors to Kalder’s loyalty program in the next phase of their implementation.

Overall, Kalder’s loyalty program provided a transformative solution in sports marketing, fostering a symbiotic relationship between clubs, fans, and local businesses. With proven metrics illustrating financial growth and heightened fan loyalty, this initiative not only reshapes the fan experience but also promotes sustainable revenue models within the sports industry.