Rewards4

What Rewards4 does

Rewards4, trading as R4G Ltd, is a UK-based sports fan engagement and loyalty platform founded in 2010 and headquartered in Burton Upon Trent. The company operates a points-based rewards currency — branded Rewards4 Points — that enables sports fans to earn points through everyday spending with 4,500+ retail and high street partners as well as through purchases with participating sports organisations. Points are redeemed for savings on tickets, memberships, and merchandise at partnered clubs and racecourses. The platform spans five or more sports verticals via sport-specific sub-brands: Rewards4Racing (horse racing, 43 racecourses including The Jockey Club and Arena Racing Company), Rewards4Football/Everton Rewards/Wolves Rewards/Rewards4Imps, Tigers ROARwards and Saracens Rewards (rugby union), Our League Rewards (rugby league), Rewards4Cricket/Lancashire Cricket Rewards, and Rewards4Netball. As of the most recent data, Rewards4 has signed up 60+ sports organisations and serves 2 million+ members who have collectively spent £7 billion+ with retail, betting, and sports partners and £150 million+ on ticketing and merchandise using Rewards4 points.

The underlying technology is a bespoke loyalty platform with API integrations into leading UK and Irish ticketing and merchandising suppliers, specifically SecuTix, Ticketmaster, and KORE Software (the last providing single sign-on for the Wolves Rewards programme). Rewards4 positions its platform as a white-label or co-branded solution for sports organisations, integrating points collection and redemption directly into club ticketing flows and apps (e.g., the Our League app for rugby league). The company also collects first-party fan purchase and engagement data, which it surfaces as insights for sports organisations and brand sponsors.

Rewards4's business model is a B2B2C hybrid. The platform is free for fans and largely free or low-cost for sports clubs; commercial value is captured via transaction-based points funded by retail and betting partners (e.g., Paddy Power as exclusive racing betting partner, Betfair as a partner) and through B2B platform licensing/subscription fees paid by sports organisations. Go-to-market combines direct enterprise sales to sports clubs and racecourses, channel partnerships with ticketing suppliers, and event-driven thought leadership at industry summits such as Leaders in Sport. Customers include Premier League and EFL football clubs, Premiership Rugby clubs, the Rugby Football League, county cricket clubs, and major UK and Irish racecourse groups.

Name

Rewards4

Legal name

R4G Ltd

Website

https://rewards4group.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Rewards4 is a UK-based sports fan engagement and loyalty platform that operates a points currency across 60+ sports organisations and 4,500+ retail partners, enabling fans to earn rewards through everyday spending and redeem them for tickets and merchandise.

Ownership category

akta.pro rank

Product category

Fan Engagement & Loyalty Software

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

akta.pro secondary industries

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)

Keywords

• Sports loyalty platform
• Fan engagement platform
• Sports rewards programme
• Customer loyalty software
• Ticketing integration platform

Headquarters

HQ city

Burton Upon Trent

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Transaction-based points programme: Rewards4 operates loyalty programmes for sports organisations, with points funded by retail and other partners who participate on the platform. The programme is free for fans and clubs to join, with costs covered through commercial arrangements with retail and betting partners.
2. B2B Platform Licensing: Sports clubs and racecourses pay for access to the Rewards4 platform to deliver loyalty programmes to their fans, providing fan engagement, data collection, and commercial opportunities.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Rewards4 operates a bespoke sports-based loyalty and rewards platform that enables fans to collect points through everyday retail spending and club purchases, then redeem those points for savings on sports tickets, memberships, and merchandise. The company partners with sports clubs, racecourses, and governing bodies to deliver white-label and co-branded loyalty programmes, integrating its API-based technology with partner ticketing and merchandising systems. Its offering delivers fan engagement, first-party data collection, and commercial revenue opportunities to sports organisations.

Product overview

Rewards4 operates a multi-brand loyalty and rewards platform for the UK and Ireland sports industry. The core Rewards4 platform provides sports-based loyalty currency enabling fans to collect points through club purchases and everyday retail spending, then redeem for savings on tickets, memberships and merchandise. The portfolio comprises sport-specific sub-brands including Rewards4Racing (horse racing, 13+ years), Rewards4Football/Everton Rewards (football), Tigers ROARwards (Leicester Tigers rugby), Our League Rewards (Rugby Football League), Lancashire Cricket Rewards, Rewards4Cricket, and Rewards4Netball. The platform integrates with partner ticketing and merchandising systems, enabling seamless point collection and redemption through API connections. The company also offers white-label programmes for sports organisations including Wolves Rewards and Rewards4Imps.

Differentiator

Problem solved

Functional benefit

Products and services

• Rewards4 Platform
• Rewards4Racing
• Rewards4Football
• Rewards4Cricket
• Rewards4Netball
• Rewards4 Technology Platform / API Integrations

Quantifiable outcome

• £150 million+ spent by members on ticketing and merchandise using Rewards4 points
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

20 partnerships are on record, tiered core and major.

• Newbury RacecoursecoreStrategic or Co-development Partner · 16 September 2024Newbury Racecourse joined the Rewards4Racing loyalty programme in September 2024, becoming the 43rd racecourse on the programme. Racing fans can earn and redeem loyalty points on tickets, hospitality, and memberships at the Berkshire track which hosts 31 racedays per year including the Al Shaqab Lockinge and Coral Gold Cup.
• Wolverhampton Wanderers FCcoreStrategic or Co-development Partner · 18 October 2023Wolves Rewards programme launched in October 2023, powered by Rewards4. Supporters earn Wolves Cash at thousands of external retailers including Just Eat, Booking.com, eBay, and Screwfix. First integration with KORE Software completed for single sign-on functionality.
• KORE SoftwarecoreTechnology or Integration · 18 October 2023KORE Software completed full integration with Rewards4 for the Wolves Rewards programme launch, including single sign-on functionality making it easier for fans to create accounts.
• Lincoln City Football ClubcoreStrategic or Co-development Partner · 2 August 2023Rewards4Imps programme launched in August 2023, offering Lincoln City fans the opportunity to collect points on tickets, memberships, merchandise, and everyday spending with thousands of retail partners. Fans can redeem points for savings on purchases with the club.
• The CurraghcoreStrategic or Co-development Partner · 8 June 2023The Curragh, Ireland's most historic racecourse, joined Rewards4Racing in June 2023, increasing Irish racecourses on the programme to nine. Racegoers earn points on ticket purchases and can redeem for savings on raceday tickets and experiences.
• Paddy PowermajorGTM or Marketing Partner · 8 June 2023Paddy Power is an exclusive betting partner for Rewards4Racing, enabling members to earn points when placing bets through the programme.
• Rugby Football LeaguecoreStrategic or Co-development Partner · 26 April 2023Rewards4Rugby League re-branded as 'Our League Rewards' in April 2023, entering its sixth season with the RFL. The programme has 40,000+ fans who have collected 42 million points and saved £130,000 on tickets and merchandise over five years.
• Everton Football ClubcoreStrategic or Co-development Partner · 24 April 2023Everton renewed its agreement with Rewards4 in April 2023 to continue the Everton Rewards programme. Since launch in 2020, nearly 50,000 Evertonians have signed up, collecting 31.5 million points and saving over £57,000. 72% of members regularly participate.
• Leicester TigerscoreStrategic or Co-development Partner · 20 December 2022New agreement signed in December 2022 for Tigers ROARwards programme. Since April 2021 launch, the programme helped Tigers fans save £120,000, attracted 12,500 members with 92% participation rate, and members collected 36 million points in the first year.
• SaracenscoreStrategic or Co-development Partner · 9 June 2021Saracens Rewards rebranded from Rewards4Rugby in June 2021, offering fans more ways to collect points through club engagement and everyday spending. Integrated with club ticketing and merchandising platforms.
• Everton Football ClubcoreStrategic or Co-development Partner · 20 November 2019Everton became the first Premier League club to partner with Rewards4Football in November 2019. The programme enabled supporters to collect points on purchases with the club and everyday spending with 4,000+ retail partners.
• Leeds RhinoscoreStrategic or Co-development Partner · 7 June 2019Leeds Rhinos joined Rewards4Rugby League in June 2019, enabling supporters to collect points on everyday shopping and spend them on tickets for fixtures at Emerald Headingley Stadium and major Rugby League events.
• Lancashire CricketcoreStrategic or Co-development Partner · 25 April 2019Lancashire Cricket partnered with Rewards4Cricket ahead of the 2019 season. The programme rewards supporters for loyalty when purchasing tickets and memberships at Emirates Old Trafford, with access to 4,500+ retail partners.
• SecuTixcoreTechnology or Integration · 25 April 2019SecuTix is the ticketing supplier for Lancashire Cricket that prompted the partnership with Rewards4Cricket, with integration enabling seamless points collection and redemption through the ticketing platform.
• Worcestershire County Cricket ClubcoreStrategic or Co-development Partner · 1 August 2018Worcestershire joined Rewards4Cricket in August 2018, enabling fans to save money on tickets and membership packages through the loyalty programme.
• Warwickshire County Cricket ClubcoreStrategic or Co-development Partner · 1 August 2018Warwickshire signed up to Rewards4Cricket in August 2018 as part of the programme's expansion in county cricket.
• Barmy ArmycoreStrategic or Co-development Partner · 1 August 2018The England supporters' club Barmy Army partnered with Rewards4Cricket in August 2018, offering members the ability to earn points on everyday spending and redeem against cricket experiences.
• Arena Racing CompanycoreStrategic or Co-development Partner · 1 January 2018Arena Racing Company's 15 racecourse tracks rolled out Rewards4Racing in 2018, joining The Jockey Club racecourses and York to bring total programme courses to 32.
• The Jockey ClubcoreStrategic or Co-development Partner · 1 January 2018The Jockey Club racecourses participate in Rewards4Racing, with Group Managing Director reporting £21 million+ in advanced ticket sales generated through the programme. The platform helps attract 1.5 million racegoers back more regularly.
• BetfairmajorGTM or Marketing Partner · 1 January 2018Betfair became the fourth betting partner for Rewards4Racing in January 2018. Fans can earn points when placing bets with Betfair through the rewards programme.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KORE Software: Sports fan engagement, CRM and data platform that is both a technology integration partner for Rewards4 (Wolves Rewards SSO) and a direct competitor in selling fan-engagement software to sports clubs, racecourses and governing bodies in North America and globally.
• Chalkline: Sports fan engagement platform that delivers personalised free-to-play games, predictions and loyalty mechanics to sportsbooks, leagues and media companies. Direct comparable in monetising fan engagement via gamified rewards and partner activation.
• Yinzcam: Provides official mobile apps and in-stadium fan engagement experiences for hundreds of sports teams worldwide, including loyalty, rewards, ticketing integration and real-time engagement — directly analogous to Rewards4's white-label mobile/loyalty layer for sports clubs.
• Satisfi Labs: AI-powered conversational fan engagement platform for sports, entertainment and tourism, used by teams and venues to drive ticket sales, content engagement and sponsorship value. Competes for the same sports-club wallet that Rewards4 targets with its loyalty currency.
• Zoomph: Sports social fan engagement and sponsorship analytics platform that quantifies earned media and audience value for teams, leagues and brands. Competes in the same sports-fan-data and sponsorship-activation space that Rewards4 monetises with first-party fan insights.

Broad incumbents

• Fanatics: Dominant global sports commerce, merchandise and fan engagement platform with integrated ticketing, betting and collectibles. Operates at far larger scale than Rewards4 across overlapping areas (sports fan engagement, merchandise, loyalty) and represents a long-term competitive threat.
• Comarch Loyalty: Enterprise loyalty management software from Comarch serving telcos, banks, retail and travel clients with points engines, partner networks and reward marketplaces. Comparable technology layer to Rewards4's platform, but at much larger scale and across non-sports verticals.

Emerging players

• Antavo: Loyalty cloud platform for retail and lifestyle brands with API-first architecture, programme management and partner marketplace capabilities. Operates in the same broader loyalty-platform category as Rewards4 but serves retail/beauty rather than sports as a vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rewards4g
• LinkedInlinkedin.com/company/rewards4group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rewards4