Club Brugge

How Club Brugge grew matchday attendance 8% with Club Loyalty

+8%

Matchday attendance

+13.3%

Transaction value

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Get access to the complete program details, implementation insights, full results breakdown and lessons learned.

Region

Belgium

Size

Industry

Football Clubs

Sports

Gamification type

Points

Tiers

Challenges

Project Summary

"A fan is not a customer, it's a sensitive relationship when it comes to spending budget." — Thomas Rypens, Innovation & Insights Director at Club Brugge

Key Results

8% more fans visiting the stadium on matchdays (84.67% vs. 76.7% before)
13.3% increase in spend per fan since program launch
9.2% more fans arriving 30+ minutes early
17% more fans release tickets, 52.71% increase in resold tickets

About the Club Loyalty Program

Members are on the Road to Gold challenge: collecting 1891 points in a season (the club's founding year) unlocks Gold status. Fans can also request a free Club Pay Mastercard-powered debit card.

"We are building a membership that unites all of our fans, inside the stadium and beyond." — Lotte Denoo, Head of Loyalty at Club Brugge

Image caption

Key results

+8%

Increase in fans visiting the stadium on matchdays after the Club Loyalty program launch.

+13.3%

Increase in fan spend per fan (merchandise, F&B) since the loyalty program launched.

A fan is not a customer, it's a sensitive relationship when it comes to spending budget.

Unlock full case study

Get access to the complete program details, implementationinsights, full results breakdown and lessons leamed.

Read full case study

Project Summary

"A fan is not a customer, it's a sensitive relationship when it comes to spending budget." — Thomas Rypens, Innovation & Insights Director at Club Brugge

Key Results

8% more fans visiting the stadium on matchdays (84.67% vs. 76.7% before)
13.3% increase in spend per fan since program launch
9.2% more fans arriving 30+ minutes early
17% more fans release tickets, 52.71% increase in resold tickets

About the Club Loyalty Program

Members are on the Road to Gold challenge: collecting 1891 points in a season (the club's founding year) unlocks Gold status. Fans can also request a free Club Pay Mastercard-powered debit card.

"We are building a membership that unites all of our fans, inside the stadium and beyond." — Lotte Denoo, Head of Loyalty at Club Brugge

Image caption

Key results

+8%

Increase in fans visiting the stadium on matchdays after the Club Loyalty program launch.

+13.3%

Increase in fan spend per fan (merchandise, F&B) since the loyalty program launched.

A fan is not a customer, it's a sensitive relationship when it comes to spending budget.

Unlock full case study

Get access to the complete program details, implementationinsights, full results breakdown and lessons leamed.

Read full case study