Aston Martin Formula One team have created a NEW fan loyalty scheme

Written by Tom Peace

Cube originally collaborated with the Aston Martin team in 2021 and has since collaborated on further projects with the team, including the implementation of digital currency payments on the team's website last year.

A statement from their main website states that Cube Partnership specialises in sports retail, online, licencing, and merchandising. They also collaborate with sports organisations, rights holders, teams, and events throughout the world to offer extraordinary retail, licencing, and product experiences for spectators and fans.

The Aston Martin F1 program will enable fans to earn points with every purchase, which may subsequently be used on their future purchases. Points can be earned on merchandise but also events and experiences.

Matthew Chapman, Aston Martin’s head of licensing and merchandise, said: “We’re extremely excited by this loyalty program as we continue to look at ways of engaging and rewarding our devoted fanbase.”

The Loyalty People think this is a very positive move by Aston Martin as they stretch their amazing brand and heritage to a new audience through Formula 1. Engagement with brands through sport is a fast growing and highly lucrative channel and creating a loyalty scheme to build a relationship with their global fans is a fantastic way to build engagement. Maybe some of these young fans will be Aston Martin owners of the future.