Behavioural Impact Case Study
Government-backed behavioural research from the UK’s Behavioural Insights Team (BIT) shows that reward-based mechanics reliably change consumer behaviour, increase participation, and build repeating habit loops — the same psychological foundations that underpin loyalty ecosystems.
1. Habit Formation Through Reward Loops
BIT’s findings demonstrate that when people receive rewards — even small, symbolic ones — they repeat the behaviour that earned them. Suportr League CIC applies this mechanism by allowing fans to earn SLP (Suportr Loyalty Points) for engagement, convert that into local value, and naturally repeat the behaviour because the reward feels earned, not purchased. This forms a continuous habit loop: Engage → Earn → Redeem → Repeat.
2. Emotional Loyalty Outperforms Financial Loyalty
Behavioural science consistently shows that identity-driven motivation is stronger than price-driven motivation. Football fandom amplifies this dramatically. Fans don’t need heavy discounts to change behaviour — they change behaviour because it supports their club, strengthens their community, and reinforces who they are.
3. Redirecting Existing Behaviour, Not Creating New Behaviour
BIT and OECD research confirms incentives are most effective when they redirect existing routines. Fans already spend money locally on food, leisure, pubs, cafés, services, and travel. Suportr League CIC simply attaches value to that behaviour, nudging spend back into independent SMEs instead of national chains.
4. Fan Identity Creates “Sticky” Engagement
Sports fandom is habitual, emotional, social, and deeply rooted in place. This makes engagement durable. Once fans begin earning and redeeming value through Suportr League CIC, behaviour becomes “sticky”, creating a self-sustaining economic feedback loop.
The Local Impact Loop:
Fan Engagement → Earn Rewards → Redeem Locally → SME Growth → CIC Reinvestment
Measured Community Impact
Because Suportr League CIC operates digitally, it can track the uplift created by these behavioural shifts: increased SME footfall, repeat visits, local redemption patterns, and borough-level economic growth — delivering clear evidence for funders and councils.
Modelled Impact Example:
If 10,000 fans redirect £10/week of existing spend into local SMEs:
£100,000 weekly turnover → £5.2 million annual SME circulation.
No SME discounting required — behaviour drives the value.
Why This Matters to Funders
Behavioural science shows that people act differently when their loyalty is rewarded. Suportr League CIC applies this proven engine to the UK’s strongest loyalty base — sports fandom — generating measurable local economic uplift without requiring SMEs to reduce prices. This makes the model low-risk, high-impact, and aligned with government best practice for community interventions.