By Andy Marston, Sports Pundit
Club Brugge is revamping its membership experience ahead of the 2025–26 season, moving beyond pure transactions to reward fans for how they support as well as what they spend.
The club is replacing its cashback model with a points-based loyalty system that tracks both purchases and behaviour.
Fans now earn rewards not just for buying tickets, merch, food, and drink but for showing up early, attending U23 games, or forwarding their seats to others.
Points can be redeemed for everything from shop vouchers and exclusive gifts to a limited-edition collector’s shirt and Gold status, which unlocks future perks.
It’s all integrated into the Club Brugge app, where fans can also access their Club Wallet and track rewards in real time.
From July, every member can also request a free Club Pay bank card. Using this with Club Pay partners (like DAZN, Emma Sleep, and Just Russel), fans receive rewards from their everyday purchases, which go directly into their Club Wallet.
Why It Matters:
Where most loyalty programs stop at e-commerce, Brugge’s model transforms everyday fan habits into measurable, meaningful actions. It acknowledges that emotional investment often comes before financial and smartly uses incentives to steer fan behaviour in ways that benefit the club.
As Lotte Denoo, Head of Loyalty at Club Brugge, explained:
“We reward our fans not just for what they buy, but also for how they engage with the Club. Whether it's attending matches, supporting us online, or shopping at the Club, every action brings them closer to exclusive benefits and recognition.”
The addition of Club Pay and a partner network makes the announcement even more interesting, extending Brugge’s reach beyond the stadium. This move enables
fan’s loyalty for the club to be leveraged to influence consumer spend, which ultimately benefits the fans, the club, and the partners.
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