Digital loyalty in football: How the TSV 1860 Munich app is bringing fans closer to the club than ever before
TSV 1860 Munich, one of the most traditional football clubs in Germany, was faced with the challenge of reaching its fans better digitally and taking the stadium experience to the next - digital - level.
The focus was particularly on the younger fan target group, who are increasingly gathering information online and want to be able to organise their club activities digitally.
The aim was therefore to link the traditional 1860 club with a modern, user-friendly fan loyalty programme via digital channels and at the same time to open up new marketing channels and communication channels to the fans.
The most important features of the ‘Löwen app’ at a glance
Loyalty club with collectable points and simple, high-quality reward system
Daily spinning wheel of fortune as a central gamification element
Live ticker in the app to experience all matches up close
Löwen-TV integration for exclusive access to live streams and additional video content
Ticket shop connection for direct and quick booking of tickets
Club news and the latest news directly in the app
Social media integration and diary for the perfect fan experience, and much more
This is what TSV 1860 München achieved with its new app.
App-Launch on September 24th, 2024| KPIs from Mid-October 2024
Tradition meets innovation: Outstanding acceptance of the new 1860 app among the existing fan base.
10,000+
More than 10,000 downloads in the first 14 days after the app launch
Thousands
Other people invited directly by the app users (Friend-invite-feature)
Live-Notifications
during the games
72,000+
Spins of the wheel of fortune in the first month after the app launch
Digital loyalty club for inside and outside the stadium
With the new TSV 1860 München app, a digital loyalty club has been created that brings fans even closer to their favourite club outside the stadium.
The app connects fans directly with the traditional club and offers an unrivalled fan experience via push notifications, the live ticker and exclusive access to Löwen TV (behind a paywall).
Other features such as the ticket shop, stadium check-in and the integration of advertising partners make the app the central point of contact for Löwen fans.
Georg Hochedlinger
Head of Marketing & Sales | TSV 1860 München
Direct fan approach and new marketing channels for 1860 Munich
‘The collaboration with hello again has helped us to reach our fans directly and open up new communication and marketing channels. The Löwen app is growing rapidly and we are looking forward to future developments - such as the integration of Löwen-Radio with live commentary at every match.’
New paths thanks to gamification:
The daily spinning wheel of fortune
Another central element of the Löwen app is the daily wheel of fortune: Fans can try their luck once a day and, in addition to Löwen points, even win the current home jersey as the main prize.
The wheel of fortune was placed prominently in the app via a banner so that no loyal fan would miss it.
More Gamification-Features
Due to the great success of the wheel of fortune, it is possible to expand the gamification features in the medium term: with hello again as a strong partner, app users can be offered a different element depending on the time of year and seasonality, which not only promotes engagement within the app, but also brings real added value for users in the form of high-quality rewards and prizes.
The hello again Games Package bundles all of these features into a single package.
Stadium check-in and refer-a-friend function for additional ‘Löwenpunkte‘
To incentivise fans to get involved with the 1860 App, TSV 1860 Munich has come up with a sophisticated rewards concept: Among other things, additional Löwen points can be earned for actively recruiting app users among friends and acquaintances and for every visit to the stadium via stadium check-in.
Tradition-conscious and equally innovative fans can thus secure high-quality rewards, including the latest home and away jerseys. High-quality rewards are a core element of the new loyalty strategy: All parties involved should benefit from well thought-out, innovative customer loyalty - and in the case of 1860 Munich, especially the loyal, faithful fans.
Sophisticated app marketing campaign of the new app as a key success factor
However, it is not only important to have a great app, but also to properly promote and market the digital solution in order to welcome as many fans as possible to the new Löwen app.
TSV 1860 Munich is showing how it's done. The app was and is mainly communicated via social media, but banners on the homepage and advertisements in the stadium magazine also promote the app.
There are always links to the download pages online and a QR code in print media that leads to these pages.
A lively app with lots of users and regular new content brings real added value to the fans and therefore also to the club!
New opportunities for the club and fan base
The TSV 1860 Munich app shows how a strong digital loyalty solution in the form of a loyalty club app can intensify the fan relationship.
Push notifications, live interactions and exclusive content keep fans in the loop and make them feel even more connected to the club. By integrating sponsors and partners, the app also opens up new marketing opportunities for the club.
For sports clubs that want to offer their fans a unique experience and utilise new marketing opportunities, a customer loyalty app is the ideal next step.
Mario Pecile
Co-Founder | hello again GmbH
Digital customer loyalty in the football business
‘Our new app offers fans the ultimate stadium experience - anytime, anywhere. Whether exclusive content, personalised news or live tickers: the app connects fans even more closely with their club and creates an experience that goes beyond the match.’
TSV 1860 Münchens' path to its own customer loyalty app.
Push-My-App.
Because the success of the 1860 München app takes centre stage, we use our experience from hundreds of customer projects to push the app:
Through regular innovations, updates and optimisation suggestions - for example in the form of live webinars - the 1860 München team works with hello again to get the best out of the app.
Ongoing Support.
The hello again app support team is always available to the 1860 München team if required.
Together, we ensure that both the company and the users of the app are offered the greatest possible added value through effective, digital customer loyalty.
Because we believe that customer loyalty must be valuable for all sides!
That's why stamp cards are out of date.
