Lancashire Cricket Club (LCC) has announced a new partnership with Rewards4 a sport-based rewards programme, to launch the Rewards4Cricket programme, a new loyalty initiative to reward its fan base.

A points-based system, the initiative is designed to reward loyal fans by enabling them to collect points on their everyday shopping, thanks to Rewards4Cricket 4500 brand and retail partners. These points can then be redeemed against club purchases including memberships, match tickets, season tickets and merchandise at the official Lancashire CC store.

Tom Cowgill, director and co-founder of Rewards4Cricket, says: "Our Rewards4Cricket membership is growing rapidly and partnering with Lancashire Cricket enables us to welcome and reward their members and supporters."

"We've managed to secure a unique position in providing unprecedented ways to reward fan engagement and county cricket clubs are recognising that they can benefit from this. Rewarding devoted fans by turning everyday spending into savings is proving to be a compelling concept for many, especially when it can be achieved at no cost to the club or county."

Jonathon Nuttall, head of Ticketing & Digital Systems at Lancashire Cricket, says: "Our members and supporters are at the heart of everything we do. Their loyalty to the club over the years has been incredible and we always strive to reward that commitment by providing the best possible experience."