The Kansas City Chiefs have given a jolt to their rewards program built for season-ticket holders by opening it to more fans and giving them new ways to engage.
As of last week, the Chiefs had 62,066 fans signed up in the Chiefs Kingdom Rewards program, with 78 percent of those not season-ticket holders. Additionally, among the ways fans can accumulate points in the program now are taking online quizzes about the team and by reading articles on the team’s website and mobile app. Once enough points are accumulated, fans can enter lotteries for prizes that range from jerseys to experiences like draft-day events.
NFL teams’ rewards programs typically award points for transactions like buying tickets, merchandise and concessions, so the Chiefs are expanding the parameters to include such nontransactional activities as reading stories.
The online program is now averaging more than 18,000 unique users per day, said Chiefs President Mark Donovan.
“By opening it up to non-STMs [season-ticket members] we acknowledged that people don’t have to spend money or come to Arrowhead [Stadium] to be a fan,” Donovan said, via email. “This structure allows people that may never be able to attend a game, who live outside of the ‘Kingdom’ or who show their fandom in a different way [to] still be rewarded.”
Donovan noted that the Chiefs are not alone among NFL clubs in having opened their rewards program to non-season-ticket holders. Chiefs season-ticket members receive an exclusive version of the program, including benefits such as discounts at the Chiefs Pro Shop and Arrowhead Stadium concession stands, complimentary NFL Game Rewind, and NFL RedZone for their mobile devices.
