SEAT Global Magazine - Exclusive Interviews of Global Sport Executive Issue 02 February 2017 | Page 32

Case Study

The Blackhawks reward Official Bar Partners and fans throughout Chicagoland

In the midst of a streak of sellout seasons, the Chicago Blackhawks sought to harness the enthusiasm of their dedicated fanbase not just within the walls of the United Center, but throughout the Chicagoland area.

The 2015 Stanley Cup Champions tapped Fortress, the creator of the leading fan engagement platform in professional sports, to develop an innovative solution to reward and encourage fan loyalty, and engage small businesses in the Midwest region.

The Challenge

Blackhawks fans make up one of the most passionate fanbases in the world. This enduring zeal has resulted in sellout seasons, increased merchandise sales, wider brand awareness, and ultimately contributed to creating one of sports’ most successful franchises. Given the size and geographic distribution of their fanbase, the Blackhawks wanted to develop a way to forge personal relationships with all of their fans.

Evolution of Loyalty

The Blackhawks launched their Official Blackhawks Bar program in 2009 to build relationships with Chicago bars and restaurants by giving them resources to recreate an authentic game experience.

After eight successful years, the team partnered with Fortress to evolve the program into a rewards-based system, which was unveiled earlier this season. The latest iteration of the program incentivizes fans to watch Blackhawks games at local official bars by giving them the opportunity to win prizes.