And with that, they were able to connect with fans within a platform of their own, instead of purely relying on third party platforms like Facebook, this approach resulted in the development of a full loyalty program with some super Brazil’s with clear data points, being measured, tracked, and rewarded at the individual level, rather than just as a segment level, as many marketeers have done in the past by creating and connecting with their super fans of the football club. Roma realized that these advocates were each worth 30 times what the less engaged average fans were worth.