Central Hockey League launches loyalty program

The Central Hockey League has partnered with technology service provider Robson Technologies Ltd. to debut CHL Loyalty Rewards. Hockey fans and businesses can earn and redeem points, as well as transfer those points within other rewards programs to which they belong.

CHLPoints.com will serve as the online home for the program. There is no charge to join the program.

Duane Lewis, CHL Commissioner, called the program "a win-win" in a company statement. He said program aimed to integrate teams, fan communities and local business.

Through buying hockey tickets and merchandise, consumers can gain and then transfer points from their CHL Loyalty Rewards membership to other programs like airline and hotel memberships and vice versa.

Businesses can earn points by investing in a team through sponsorship.

Besides the online catalog of items available for redemption by consumers, CHL Loyalty Rewards also serves as a full tracking referral program for fans, businesses and CHL teams. Anyone who refers a potential client can follow the process online and then get rewarded for their referral from participating merchants.

The CHL has 15 teams across nine states. Nearly 2 million fans attended games in the 2008-2009 season.