Our main goal:

To create a strategy and program that would recognize, thank and deepen the Steelers’ relationship with loyal fans.

Founded in 1933, the Pittsburgh Steelers are one of the oldest and most beloved teams in football. With a league-leading six league championship titles, the Steelers have a wildly loyal fan base not only in Pittsburgh, but across the United States and around the world.

In 2014, recognizing their fans’ devotion was given but not overtly returned, the Steelers front office approached rDialogue to help them unite the Steelers organization with fans and create a more powerful “Steelers Nation”.


  • In the first three months of the program, the Steelers database of fans within 100 miles grew 36%, compared to 34% over the 12 months prior to program launch.
  • Weekly fan event mails had an average 30.5% open rate, an increase of almost 1000bps from the year prior.
  • During the first season, the member profile completion rate was 74% with no incentive for completion.
  • Reward redemption transactions had an average order size 5% higher than other transactions.

Do you know how to turn a fan into an advocate? An advocate into an influencer? Check out this our new white paper to learn more.