Sports Web site offering loyalty cards

A New Zealand database management company and a barcode scanner producer have launched a marketing initiative aimed at helping sporting groups.

A New Zealand database management company and a barcode scanner producer have launched a marketing initiative aimed at helping sporting groups.

The joint-venture company, Sportsgold.com, formed by Fantrack International and Saito New Zealand, is run by former Auckland rugby player Gavin Hodder and former New Zealand Cricket chairman Peter McDermott.

If the venture is successful, the pair say sport could benefit by $10 million over three years funded by commissions on direct marketing sales targeting their members.

Hodder, who is company chairman, says sports fans on their database will receive a loyalty card to track spending and receive loyalty points. Retailers accepting the card will gain access to the database for direct marketing and promotion.

Chief executive McDermott says database building is already under way at sporting organisations. He aims to have 2000 sports clubs, 500 retail outlets and a database of 200,000 people by next March. The site claims 25,000 hits a month.

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