TeamCard offers fans the chance to collect points at retail partners -- predominantly local outlets -- which can then be redeemed for exclusive merchandise and offers in their club's shop.
BT, which signed a five-year deal with TeamCard, will seek to sign up more clubs to the scheme, which was launched at Bolton Wanderers in 2001. In return, it will be given access to TeamCard's customer database for use in its CRM programme.
The telecoms company is seeking to extend the scheme to other sports and membership organisations and is set to focus on boosting the number of national, rather than local, retail partners.
It has already signed an agreement with sports marketing agency Nova, headed by former Olympic medallist Brendan Foster, which organises the Great North Run, and plans to finalise further sports-related deals over the next few months.
Celtic recently became the first Scottish football club to adopt the scheme; its 55,000 season-ticket holders will receive their cards before the start of the football season next month.
The scheme operates on the basis that each time a retail partner issues a reward point, it is billed for 2.5p. Of this, 1p goes to the supporter in the form of rewards. The remainder is split between the club and TeamCard.
The majority of the scheme's cardholders are men and TeamCard is targeting partners among businesses looking to attract male customers.
Other clubs signed up to the scheme and using it as part of their CRM programmes include Ipswich, Millwall and Crystal Palace.
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