ICC Passport
Introduction
ICC's sponsors already get real exposure just from event sponsorship, making it hard to justify charging for additional data. Meanwhile, fan engagement across ICC's properties had no unifying layer, no persistent identity tying a fan's actions across events into an ongoing relationship.
The ICC Fan Passport is a loyalty platform giving fans a persistent identity and rewards system across every ICC touchpoint, and giving ICC a genuinely new, sellable data product built on real engagement.
Process
Earning That Follows the Tournament
Rather than one flat rewards structure, the earning system surfaces relevant actions by tournament phase: predictions and fantasy team building before, live watch party engagement during, content and recap consumption after. Fans earn Runs, the platform's loyalty currency, with a wallet created automatically on first engagement.
Rewarding Activity Across the Whole Ecosystem
The loyalty layer wasn't siloed to the Fan Passport app itself. Activity in other ICC owned products, like their prediction games, and select partner platforms also earned Runs, so a fan's engagement anywhere in the ICC ecosystem fed back into one identity rather than fragmenting across separate, disconnected point systems.
An Identity Worth Showing Off
Fans needed something visible to carry, not just a quiet points balance. We built the concept for a fan avatar and passport identity, extendable into limited edition and collaboration variants over time.
Conclusion
Fan Passport gave ICC a persistent, year round layer of fan identity and data, one that later powered Recapped, which draws its personalized stats directly from this platform. That reuse across multiple fan facing experiences is the core bet behind the design: give fans an identity worth returning to, not just a points ledger.
