SportsLine USA has found a way to "create loyalty" and
"grow" its database through its "ambitious" loyalty program
on the Internet, according to Debra Aho Williamson of AD
AGE, who profiles SportsLine's strategy behind its recently
created Rewards program. The four-month old program, which
rewards users points based upon page views, which can be
redeemed for sports merchandise (See THE DAILY, 1/20), has
resulted in "nearly 200,000 people" signing up. Williamson
noted that total membership "represents just 4%" of
SportsLine's 4.6 million unique visitors in March, and the
company has "shifted its focus to signing up people who are
already on the site." SportsLine will devote 20% of its '99
promotional budget to the program, but specific figures were
not released (AD AGE, 5/18 issue).
SERVE IT UP: IBM and the French Federation of Tennis
have launched the official Web site of the '99 French Open.
The site is located at www.frenchopen.org (IBM).
HAMMING IT UP: Athlete Direct has launched Mia Hamm's
official Web site at www.athletedirect.com, which includes a
personal journal kept by Hamm, which highlights her
preparation for the '99 Women's World Cup (Athlete Direct).