Officials for the Seattle Sounders of Major League Soccer (MLS) wanted to reward their loyal fans so this year they launched the MatchPass program, which is geared toward the team’s 28,000 season-ticket holders.
Taylor Graham, manager of business operations for the Sounders, told Loyalty 360 that team officials wanted to provide a paperless and more efficient ticketing option for their season-ticket members, learn more about their customers, and continue to grow brand loyalty.
“It benefits all our season ticket holders,” Graham said. “We want to reward our fans for doing what they already do – come to games, spend their hard earned dollars with us, and engage with the team.”
Similar to the size of a credit card, MatchPass stores all 17 regular season match tickets and provides the holder the convenience to print, forward, sell or add other match tickets including friendlies and MLS Cup playoff matches.
Last season, Sounders season ticket members were asked how they preferred to receive their season tickets – either by MatchPass or paper tickets. More than 11,500 season ticket members opted for the card. This year, more than 25,000 season ticket members selected MatchPass after they opted out of the program to receive paper tickets. Starting in 2014, Graham said all season ticket members will receive MatchPass.
Sounders season ticket members who selected MatchPass are automatically enrolled in the team’s rewards program. MatchPass holders will earn points for regular activities such as arriving early to CenturyLink Field and buying team merchandise or food/beverages at stadium concession stands. MatchPass points will be accrued each time the holders swipe their card.
Fans will be able to redeem their points for the rewards they choose such as access to training sessions, match day sideline passes, opportunities to meet players on the field after matches and additional discounts. Fans will also be able to use MatchPass to redeem team performance promotions like free haircuts at Great Clips when the Sounders score three goals or two free tacos at Jack in the Box after a Sounders shutout.
MatchPass can also be used as a stadium credit card. Members can transfer cash directly from their bank account to the card and will be eligible for promotional bonus dollars from the team.
On the Sounders’ website page that explains the MatchPass program, a message reads: “You Are The Heart Of The Sounders. It doesn’t beat without you. Reward yourself for living a Sounders FC lifestyle.”
“We want to provide a more efficient experience for fans, increase spending, and provide benefits for our most loyal fans,” Graham said.