Telegraph Group targets sports fans with Telegraph-branded credit card

The Telegraph Group is planning to launch a Telegraph-branded credit card by the end of this year.

The Telegraph Group is planning to launch a Telegraph-branded credit card by the end of this year.

The newspaper group has signed an exclusive deal with the credit card specialist Sportscard that paves the way for a Telegraph card, which will target the sports fans among its readers.

The rewards-based card will allow consumers to earn points that can be cashed in subsequently for tickets to high-demand events such as Wimbledon, the Ashes test cricket series or Premier League football games. The aim is to lock in readers who have been identified as participants in the paper's popular fantasy football and cricket leagues. The Telegraph Group and Sportscard have signed up several high-street retail outlets including Boots, Sainsbury's, Dixons and Currys to participate in the rewards scheme.

'This deal is a perfect example of the ways in which we can unlock our database to the benefit of readers and commercial interests alike,' Chris White-Smith, the Telegraph Group's display advertisement director, said.

'The credit card will be extremely attractive to our readers, particularly those with an interest in sport. The package that we have created will then help to bring the proposition alive within the paper.'

The card's launch will be backed by a 12-month direct marketing campaign through Sportscard's Edinburgh-based DM agency, Waddies, and advertorials and inserts in The Daily Telegraph and Sunday Telegraph. The card offering will also be tied into Sportscard's sponsorship of the fantasy football and cricket packages.

'The Telegraph's readership profile ideally fits in with our offering of a credit card that will provide rewards targeted at sports enthusiasts,' the chief executive of Sportscard, David Banford, commented.


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