Making Fans Part of the Team, and Part of the Brand

A session at Loyalty Expo 2015

Professional sports teams engender loyalty across all kinds of segments: age, gender, income, geography and of course, who attends games, is a season ticket holder and who travels for road games. The Pittsburgh Steelers are no different, and like other sports teams - and even other brands - they didn’t know very much about their fans, but knew that they could make that relationship even stronger if they did. With a vision coming directly from team President Art Rooney II, the decision to get to know their fans, establish a dialogue and create a 360-degree experience, the Steelers set out to unify Steelers Nation. Last October, that vision became a reality with the launch of Steelers Nation Unite.

Join the Pittsburgh Steelers and rDialogue as they share with you:

  • How this program was conceived, designed and implemented.
  • Approaches by venue, channel, segment and season (fan-facing, digital, social)
  • Research that informed the program and how that data was validated post-launch
  • Highlights of the program in action across media outlets and program benefits

Join Suzie and Phil and you will be an even bigger fan – both of loyalty and the Steelers.

Speakers: Suzie Guzzo, Head of Fan Engagement, Pittsburgh Steelers and Phil Rubin, CEO, rDialogue

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