Longhorns to use loyalty points system for football tickets

Texas Longhorns fans
(AP Photo/Donna McWilliam, File)

AUSTIN (KXAN) — The University of Texas Athletic Department has seen changes in many high profile positions in the last year and a half, but the latest change is for the fans. A loyalty points system will be implemented to establish priority for donors seeking season tickets.

“We want to make sure we are rewarding those longtime folks that have supported us for years, and years, and years,” said Roy Shick, the senior associate athletics director for development.

The new system will award points for all cumulative contributions a donor has made to the Longhorn Foundation since 1986. Priority for season ticket upgrades, the Texas/OU game, and postseason games will be determined based on the point total. Under the previous system, priority was determined by contributions made that particular year.

Shick said the change aligns Texas with most other universities and the system used to determine priority tickets.

“We are one of the few that have waited this long to put this in place.”

Fan feedback was one of the primary reasons for the change according to Shick who insisted the new system is about fan friendliness and loyalty more so than any financial reasons.

“We had our fan base saying they have given to the university in the past and wanted to be recognize for that,” he said.

Points awarded:

  • 5 points per $100 contribution for philanthropic gifts received after Sept. 1, 2014
  • 2 points per $100 contribution for seat related contributions received after Sept. 1, 2014
  • 3 points per $100 contribution for all gifts and contributions received from 1986-2014
  • 1 point per $100 contribution for all ticketed sports since 1987.

The new program will not impact current season ticket holders and where they currently sit for athletic events. Instead, the priority will dictate which donors have first crack at available seating upgrades and other high-demand events.

Past student-athletes who lettered at UT will be given a one-time 150 point bonus. Fans can view their Loyalty Points at DonerNet.

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