AC Milan targets global supporters
Italian football club launches new membership programme for its 23 million strong global supporter base. 
The new initiative – designed to deepen relationships with the Serie A club’s national and international fan base – will see supporters sign up through a dedicated website designed by arvato where they can participate in discussion forums, play AC Milan-branded games and enter competitions with sought after prizes including visits to AC Milan’s training ground Milanello.
Loyalty company arvato services will manage a multi-lingual customer service centre for the new programme, handle all associated fulfilment including welcome packs and merchandise and design key on- and offline marketing campaigns over the coming year.
The membership club sits alongside AC Milan’s points-based ‘Cuore Rossonero’ loyalty debit card, launched by arvato in 2008 – now subscribed to by over 160,000 supporters across Italy and about to be launched worldwide.
Supporters earn points by using the card to purchase goods with Italian retail partners. The points can then be redeemed in the Cuore Rossonero’s rewards catalogue, which contains ‘experiences’ including San Siro stadium tours and dinner with favourite players, as well as popular AC Milan merchandise and gift vouchers.
arvato services is responsible for the entire Cuore Rossonero programme, from managing the retail partner relationships and bringing on new brands, to customer enquiries, direct marketing, fulfilment and all traffic to the dedicated website www.loyalty.acmilan.com where supporters can review their points status and investigate new partner offers.