KKR signs Favcy to power enCommerce for its Knight Club

Kolkata Knight Riders, the most popular team in the IPL, is pioneering an exciting initiative which maps a fan's 360o journey across all engagement touch points including the online and offline worlds. Shifting the paradigm from engaging to EnCommerce, KKR has signed with Favcy to offer tangible benefits to its fans who are members of the Knight Club. With the introduction of KKR Runs, the Engagement Point System, Knight Club members can redeem KKR runs against offers made by KKR or get discounts and cash backs at restaurants and retail establishments.

The introduction of KKR runs is a significant step by Kolkata Knight Riders towards building a Loyalty Framework for their fans, which is at par with that of International Clubs. With Favcy, KKR is not only enthralling their fans but is also gaining a deeper understanding on the engagement behaviours of their fans. This deeper knowledge will be utilised for creating a personalised journey for every fan in the coming seasons.

Unlike traditional loyalty endeavour, KKR with this enCommerce initiative is looking to not only reward KKR Runs for the purchase of tickets and merchandise but also extending the engagement initiatives to their sponsors. KKR has tied up with Kingfisher Beer and Pepsi for rewarding KKR fans with redemption of KKR runs.

Venky Mysore, MD & CEO, KKR said, "Fans are the backbone of any sports franchise and we are fortunate that KKR has been the most followed team in the IPL over the years. On our 10th anniversary we are delighted to offer a gift to our fans through our official fan club - "Knight Club". I hope you will check out the offers

Viren D’silva, Partner at Favcy said, "Kolkata Knight Riders is committed to go that extra mile for Fans and we are excited to partner with them. The association with KKR is about keeping the fan at the centre and enhancing their engagement via enCommerce. Favcy, with its data driven approach, will convert the intangible energy of a Fan to a tangible benefits to the entire sporting ecosystem."