Loyalty as Access: A Few Takeaways from The New York Times
A recent piece from The New York Times highlighted a clear shift in loyalty strategy: points are no longer the headline — access is. Airlines, hotels, and credit card brands are using loyalty currency to unlock backstage tours, major sporting events, and other once-in-a-lifetime experiences. The value isn’t just in what members redeem. It’s in […]
Going for Gold: Turning Olympic Energy Into Engagement
With the 2026 Winter Olympic Games in Milano-Cortina underway and LA 2028 on the horizon, brands have a rare opportunity to connect with global audiences at a moment of peak passion and attention. The goal isn’t just to sponsor the Games – it’s to activate fans around them. The Marketplace Advantage Loyalty programs like Hilton […]
Takeaways from AI Evenings Toronto: The Future of Sports & Entertainment
Last week, several members of our team attended AI Evenings TO: Unlocking the Power of AI in Sports and Live Entertainment. The event featured Ryan Khurana, Lead of AI & Machine Learning at MLSE (Maple Leaf Sports & Entertainment) — the organization behind Toronto’s biggest teams like the Leafs, Raptors, Argos, and TFC. Ryan shared […]
Draft Day Gamble: Will Your Jersey Pick Be a Future Star?
The 2025 NFL Draft is just around the corner, and with it comes the annual tradition of football fans taking a wild (and sometimes risky) shot at picking the next big star. Maybe you’ve already got your eyes on a top prospect—someone you just know is destined for greatness. But here’s the thing: Draft day […]
Calling All Team Foundations!!!
Team Foundations have an unparalleled opportunity to drive fan engagement while raising critical funds for their causes. Recently, teams like the Boston Red Sox, Seattle Mariners, and Arizona Diamondbacks have shown the success of these approaches—and Jays Care Foundation took it to the next level. During this year’s charity auction, Jays Care exceeded its fundraising […]
Loyalty programs: giving customers what they want
Recent research from Snappy’s 2024 Customer Loyalty Study has revealed some compelling insights into the power of loyalty programs. The findings suggest that these programs are more than just a nice-to-have—they’re becoming a crucial factor in customer decision-making and brand loyalty. In this context, Marketplaces emerge as a game-changing solution, offering brands the ability to […]
Messi’s First Barcelona Contract: The Legendary Napkin!
In the world of sports memorabilia, ordinary items can hold extraordinary value. Recently, a napkin signed by Barcelona committing to a 13-year-old Lionel Messi sold for £762,400 at auction, more than double its initial valuation (£300,000). At Commerce Dynamics, we’ve previously explored the fascinating realm of unusual sports collectibles in our blog post “The weirdest […]
One man’s trash is another man’s treasure!
Our friends at MLSE have listed some unique items on their Marketplace, Real Sports Auction, proving that even the most unusual pieces can be repurposed into something extraordinary. Imagine owning a BBQ set crafted from game-used hockey sticks used by Toronto Maple Leafs stars like Mitch Marner and Matthew Kneis. Or picture having coasters, skate […]
The Timeless Allure of Ferrari
“Ask a child to draw a car, and certainly he will draw it red.” – Enzo Ferrari Recently, our Partner, F1 Authentics held a series of high-profile auctions on their Marketplace featuring rare and highly sought-after Ferrari gear. The auctions were a smash, with all items going for over 10 bands (aka $10,000 for those […]
Revenue Replaces Miles: The Airline Loyalty Evolution
Frontier Airlines recently became the latest carrier to change its loyalty program to a revenue-based model. This means flyers earn miles based on spend rather than just distance travelled, which is then reflected in the redemption options in the respective airline’s Loyalty Marketplace. Other major airlines have made the switch too, including United Airlines (MileagePlus) […]