The Blueshirts Are Coming: NHL Rangers Debut New Fan Program
By Terry Lefton, Editor-At-Large
The NHL Rangers are trying to ratchet up fan involvement with a new pay-to-play social networking/fan community platform called “Blueshirts United." MSG Sports Senior VP/Marketing & Sales Howard Jacobs said the program was created in response to fan demand for more shared experiences, as well as other, deeper kinds of fan interaction with the Rangers. Blueshirts United offers three levels of membership: Blueshirts Fanatics, Captains Club, and Legends Club, ranging from $49-1,194. Members get access to exclusive meet and greets with Rangers players and alums, along with tickets, and memorabilia. "This isn’t something where you send in a cereal box top and get a card and a couple of stickers," said Jacobs. “The concept is providing more shared and unique experiences online and live. If we do that right, we’ll bond fans even closer, by creating more value and a deeper connection.” The Rangers hope to attract a couple of thousand Blueshirts United members at different levels by the end of the year. The “I Am a Ranger” brand platform remains the team’s principal marketing campaign.
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