The 'Royalty Pass' program is "a new digital wallet and mobile in-app experience pass" that is developed in collaboration between the NBA sports team and tech-powered marketing platform LAVA.
The Sacramento Kings are believed to be the first NBA team to stimulate and supercharge fan engagement in this way. Through the Royalty Pass, Season Ticket Members will be able to unlock various discounts, promotions, and upgrades with the purchase of food and drink items at the Golden 1 Center.
In addition, the Sacramento Kings boast a special offer for its 35th anniversary. All season ticket holders will have the opportunity to scan their Royalty Pass for a 35 percent discount on items at Local Eats strands for all remaining home games.
Sport-Based Royalty Pass Programs
The Sacramento Kings Amplify Fan Experience with an App Feature
Trend Themes
1. Digital Wallet - The integration of digital wallets in sports-based loyalty programs presents disruptive innovation opportunities for personalized and convenient fan experiences.
2. Mobile In-app Experiences - The use of mobile apps to enhance fan engagement through features like the Royalty Pass creates opportunities for interactive and immersive experiences.
3. Discount and Promotions - Leveraging discounts and promotions through loyalty programs can drive customer loyalty and incentivize increased spending at sports venues.
Industry Implications
1. Sports and Entertainment - The sports and entertainment industry can benefit from adopting innovative loyalty programs to enhance fan experiences and increase revenue streams.
2. Technology and Marketing - Digital marketing platforms and technology providers can leverage their expertise to collaborate with sports teams in developing and implementing interactive loyalty programs.
3. Hospitality and Food Services - Loyalty programs integrated with food and drink purchases can disrupt the hospitality and food services industry by incentivizing spending and creating a seamless customer experience.