What metric is used to assess the long-term value of youth fans in a loyalty program?

• A. Ticket revenue per game
• B. Retention and lifetime value
• C. Social media follower count
• D. Merchandise sales in a month

Answer: (B)

When evaluating the long-term value of youth fans in a loyalty program, you measure how likely they are to stay engaged over time and the total value they’re expected to bring across their relationship with the club. Retention tracks how consistently fans continue to participate in the program year after year, showing the strength and durability of the ongoing relationship. Lifetime value goes further by estimating the overall net revenue a fan will generate throughout their entire relationship—combining future ticket purchases, merchandise, experiences, and even potential referrals, often adjusted for time value. These metrics focus on enduring engagement and ongoing contribution, which is exactly what a loyalty program aims to maximize.

In contrast, a single-game ticket revenue metric looks at one event and misses future behavior. Social media follower count measures reach rather than actual long-term engagement or spending. Merchandise sales in a month reflects short-term activity without capturing future purchases. So the best choice for long-term value is retention and lifetime value.