Dodgers Take a Swing at Reward Program

The Los Angeles Dodgers are offering fans a reward program that gives them the opportunity to earn points for shopping both in and out of Dodger Stadium.

The Think Blue Rewards program launched this month to reward fans with game memorabilia, VIP tickets and fantasy baseball experiences with players and management. Points are earned through credit card purchases made at Dodger Stadium or at select Los Angeles-area merchants, including 76 gas stations and Welk Resorts hotels. The baseball club also plans to unveil a branded Dodger’s credit card to complement the program.

This is the first among a number of loyalty programs being rolled out by Sports Loyalty Systems, a Boston-based customer loyalty company, that launched last summer to design, operate and market programs for Major League Baseball franchises.

Dodger fans can sign up, access their accounts and redeem points at Thinkblue.dodgers.com. Membership packages start at $19.95 a year.

“This is more than just an in-ballpark loyalty program, it’s really a marketplace loyalty program,” said Marty Greenspun, EVP and COO of the Dodgers. “Our program’s unique because we’ve taken Dodger rewards out to retailers so fans can earn points while shopping or going to restaurants.”

Fans can also earn points online at the Think Blue mall, which features more than 250 e-retailers like Lands’ End, Overstock.com and Teleflora.

Greenspun said that with limited marketing and a baseball season that is just beginning, 1,000 fans have already signed up for the program.

Some fans joined at computer workstations during the first day of individual game ticket sales held at Dodger’s Stadium.

With three levels of membership available—All Star, MVP and Hall-of-Fame—fans can tailor their own reward experience and take advantage of perks such as early access to playoff tickets, batting practices and chances to throw the first pitch at games.

“We’re excited about the program and think other teams will join,” Greenspun said. “It was a natural progression for us as a way to reward fans, which we should.”

Sports Loyalty Systems (SLS) will also offer a similar loyalty program called MVP Rewards for the Arizona Diamondbacks when their season begins this month. The company will also launch loyalty programs for two other baseball franchises over the summer.

“By the end of 2007 we expect to have 12 baseball teams with loyalty programs,” said Scott Todaro, VP-marketing at SLS.

“We’ve found that there’s a lot of interest in the programs because there’s obviously a tremendous amount of passion fans have for their teams, and teams want to capture that and create experiences for fans.”