Aston Villa Football Club has become the first in the world to integrate pre-paid contactless and chip and pin payment technology into its season and member cards.

The technology will enable fans to use their cards to make contactless payments up to £30, with customers earning ‘Pride Rewards’ points at a ratio of one point for every pound spent – which can be used to buy club merchandise and other items.

Fans will be able to use their cards to enter Villa Park stadium and at all payment terminals, including concourses, the ticket office and the club store.

“We’re committed to giving fans the best experience possible when dealing with the club, either as season ticket holders or members,” said Luke Organ, chief commercial officer at Aston Villa FC.

“The new contactless, chip and pin technology will ensure that season ticket holders and members can use their card to buy merchandise and refreshments at the ground on match day, or on the high street with our affiliate retail partners – all the time earning points.”

Traditionally, season and member cards are restricted to stadium access and online members benefits but by introducing the integrated payment capability, the club will gain access to more data about the shopping habits of each season ticket holder and member.

Organ added: “We’re being very proactive in engaging our corporate partners and other high street retailers to join the programme, which will enable them to leverage the strength and buying power of the significant Aston Villa fanbase.”

The technology behind the new integrated payment and stadium access card is being provided by FortressGB and the card is issued by Wirecard Solutions Ltd.