Sports fans are incredibly loyal advocates of their Clubs - sometimes from generation to generation. So why would a professional football Club like AS Roma invest in a loyalty programme??  This episode discusses the clever strategies and approach taken by AS Roma with the help of their agency Advice Group - resulting in them winning three separate loyalty awards in the 2018 Loyalty Magazine Awards - including Best Regional Champion of the Year for Western Europe. I interview Laura Cagnacci about their strategy and performance and insights from various industries driving loyalty and direct relationships with customers.