Episode 758

Best of the Back Catalogue | An Award-Winning Loyalty Story with AS Roma (#758)

Published on: 31st March, 2026

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Sports fans are some of the most passionate and loyal audiences in the world—often supporting their clubs across generations. So what drives a football club like AS Roma to invest in a structured loyalty programme?

This episode is one of the best of the back catalogue, exploring the smart strategy behind AS Roma’s approach, developed in partnership with Advice Group—an initiative that led to three wins at the 2018 Loyalty Magazine Awards, including Best Regional Champion of the Year (Western Europe).

Paula speaks with Laura Cagnacci about the thinking behind the programme, how it performs in practice, and the cross-industry insights shaping stronger, more direct relationships with fans.

Tune in to revisit a standout episode.

Show Notes:

1) Laura Cagnacci

2)AS Roma

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.