🎥 Video: How Retailers Use Gamified Loyalty to Outperform Competitors.
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U.S. Soccer is the governing body of soccer in all its forms in the United States, U.S. Soccer has played an integral part in chartivng the course for the sport in the USA for more than 100 years.
“We have a unique challenge where we have to speak to a broader audience. We have to talk to fans from California all the way to Maine. And for us, loyalty is the one way that we were able to approach this gap.”
Nicole Kusi
Director of Product at U.S. Soccer
The Official U.S. Soccer App is the easiest way to follow the U.S. Women's National Team and U.S. Men’s National Team.
In addition to schedule notifications, roster announcements, and player information, version 2.0 now brings U.S. Soccer content into one, easy-to-access hub so that fans never miss match highlights, interviews, or behind-the-scenes content.
All U.S. Soccer fans can vote for the Insiders' Player of the Match, exclusively in the app on matchdays.
“We focus heavily on churn. Once people join the program, do they stay? And if they don’t, why?
We also track the standard metrics, like upgrades. Our program has both free and paid tiers, with multiple levels within the paid plans. We look at whether people choose to upgrade and what those numbers look like. And if they don’t, we dig into the reasons.
On the program mechanics side, we pay close attention to redemptions. Customers can accumulate points, but if they never spend them, the program isn’t fulfilling its purpose.”
Nicole Kusi
Director of Product at U.S. Soccer
"And we used open loyalty to figure out who our most engaged fans are. And then we build audience segmentation around those fans that were in Nashville. and we only targeted those folks for ticket sales and we actually sold out the stadium. And that does not always happen."
Nicole Kusi
Director of Product at U.S. Soccer
U.S. Soccer Insider is the fan engagement program for the U.S. Soccer fans & members.
Fans, players, referees, coaches or the parents of rising soccer stars, everyone gets more from the U.S. Soccer as an Insider.
Users select their tier and create their account. There is no cost to be a Standard Insider, but they can choose other tiers for more exclusive perks.
To get the best user experience, members download the app and sign into their Insiders account.
Members earn points through engaging with the Official U.S. Soccer app, attending matches, purchasing tickets, shopping at the U.S. Soccer Store and more.
They track points, redeem rewards and access benefits.
The United States Soccer Federation (U.S. Soccer) plays a critical role in the preparation for the 2026 FIFA World Cup, which the U.S. is co-hosting with Canada and Mexico.
“As we head into the World Cup, we’re focused on building a home base of energy. The question is: how do we curate moments that make our fans stand out?
Whether our fans are attending matches abroad or participating within the U.S., we want them to stand out from other fan groups. Our goal is to create exclusive experiences for insiders. Moments people genuinely want to be part of.”
Nicole Kusi
Director of Product at U.S. Soccer
