The World Cup is all about emotion, connection and shared experiences. People watch matches together, celebrate victories and cheer on their favourite teams. For brands, the hospitality sector, event venues and organisations, this is the perfect opportunity not only to raise their profile, but also to build long-term loyalty.
That’s where LEAT comes in.
LEAT is a loyalty programme that enables organisations to reward, engage and retain visitors, guests and fans over the long term. This presents huge opportunities during a major event such as the World Cup.
But how can you make smart use of LEAT in the run-up to the World Cup? And what role does The Fully Bookers play in this?
Why loyalty is so important during the World Cup
During major sporting events, consumer engagement increases significantly. People are more active on social media, attend events, watch matches in pubs and bars, and are more likely to take part in promotions or activations.
During the World Cup, many organisations focus primarily on reach and visibility. But the real value lies in turning casual visitors into loyal fans or repeat customers.
A loyalty scheme such as LEAT can help with this.
With LEAT, you can reward visitors for interacting, attending, making purchases or taking part in promotional activities. This not only boosts engagement during the World Cup, but also helps you build a long-term relationship.
How can you use LEAT during the World Cup?
1. Rewarding fans for their participation
The World Cup is all about engagement. With LEAT, you can encourage visitors to actively take part in your activation or event.
For example:
- World Cup Bar Tab via gift cards: Use gift cards as a shared ‘team pot’ for groups of friends. When purchasing a gift card, guests receive 11% extra credit as a tribute to the 11 players who give their all for the Netherlands on the pitch.
- Dynamic match vouchers: Automatically send guests who attended on match day a suitable voucher based on the result. If the Netherlands lose, they’ll receive a consolation voucher. If the Netherlands win, they’ll receive a victory voucher offering, for example, a free product or credit for a future visit. This can be fully automated based on visitor behaviour.
- Orange Membership (paid): Let guests join the Oranje Membership for €9.95 and offer them a free snack during the tournament at every match the Netherlands plays.
- Double loyalty points on match days: Reward guests with extra points on all their purchases during every match played by the Dutch national team.
- Orange Elite VIP tier: Introduce a temporary premium loyalty tier that allows business owners to offer exclusive World Cup benefits for as long as the Netherlands remain in the tournament. Think of fixed benefits such as two beers for the price of one, a free portion of bitterballen on match days, access to a VIP area, priority when booking beer tables, an exclusive ‘secret cocktail’, a 10% discount on every visit and other unique privileges.
This means the World Cup will not just be an event to watch, but an experience in which visitors actively participate.
2. More footfall for the hospitality sector and events
For the hospitality sector, fan zones and event venues, LEAT offers exciting opportunities to encourage visitors to return more often.
For example:
- Rewards for attending multiple matches
- Free drinks after a certain number of check-ins
- Special loyalty offers during key matches
- Exclusive access for regular visitors
- World Cup-related savings schemes
This not only generates additional revenue during the World Cup, but also strengthens customer loyalty after the event.
3. Collecting data and customer insights
One of the biggest advantages of a loyalty scheme is the ability to collect valuable customer data.
There is a great deal of interaction during the World Cup. LEAT makes it possible to gain insight into:
- Visitor behaviour
- Favourite activities
- Popular matches
- Purchasing behaviour
- Engagement moments
With these insights, organisations can target future campaigns and events much more effectively.
4. Community building through sport
The World Cup is all about community. People want to be part of something bigger.
LEAT helps to actively build that community:
- Fan rankings
- Leaderboards
- Exclusive member experiences
- Community challenges
- Social media campaigns
- Loyalty rewards for dedicated fans
This creates a much stronger connection between the brand and its target audience.
The role of The Fully Bookers
A loyalty programme only works effectively when technology, engagement and the customer experience come together seamlessly.
That’s where The Fully Bookers can help.
The Fully Booker helps organisations to use LEAT strategically in connection with events and major sporting occasions such as the World Cup.
Not just in technical terms, but also in terms of experience, activation and fan engagement.
What The Fully Bookers can do for you
Strategic marketing campaign for the World Cup
The Fully Bookers works with clients to determine how LEAT can be used to best effect during World Cup campaigns, hospitality events, fan zones and brand activations.
The link between entertainment and loyalty
The strength lies in the combination of experience and loyalty.
By cleverly combining entertainment, activations and rewards, you create an experience that visitors will remember for longer and that will encourage them to return more often.
Increase fan engagement
With creative concepts, The Fully Bookers helps to maximise interaction and engagement during the World Cup.
Building long-term customer loyalty
The World Cup is a temporary event, but your relationship with your target audience doesn’t have to end there.
LEAT helps to keep visitors actively engaged even after the event.
In conclusion
The upcoming World Cup offers huge opportunities for brands, the hospitality industry, event organisers and organisations to not only reach a wider audience but also build long-term loyalty.
With LEAT, you can turn visitors into active participants.
By cleverly combining rewards, activations, community building and fan engagement, a stronger connection is created between the brand and its target audience.
The Fully Bookers helps organisations to successfully develop and implement that strategy.
Would you like to find out how your organisation can use LEAT in the run-up to the upcoming World Cup?
Book an appointment with The Fully Bookers to discuss the options.
