How Racing Club turns its 103,000 members into a community that lives the club every day with Maslow

A modern football club has a silent problem: it interacts with members on match day, then disappears the rest of the week. The monthly fee starts competing against hundreds of expenses that are present every day, and the club's most important asset (the bond with the member) rests on passion more than on tangible value.

On top of that there's a structural shift in football revenue: for the first time, digital commercial revenue surpasses broadcast and matchday at top clubs worldwide. Yet most Latin American clubs still don't have a proprietary channel to activate that revenue. The sponsor relationship stays anchored to the jersey and the spot — limited inventory, no real metrics, no segmentation by fan.

Racing had the perfect base to make the leap — over 103,000 active members, a top-tier main sponsor investing millions per year, a strong commercial ecosystem — but it lacked the channel to connect those three pieces.

Together with Racing we deployed a 100% white-label platform: web and webapp with the club's identity, own domain, and an experience designed for members to open the app as often as they open WhatsApp.

Members get access from day one to over 4,200 global discounts across food, tech, travel, apparel and more — benefits the fan uses every week, in Argentina and abroad. On top of that base, we activated a points and levels engine that rewards the most engaged members: those who pay their fee on time, refer new members, and take part in challenges, tournaments, and the derby prediction game.

We also added the club's own benefits — Cilindro Tour, exclusive experiences, discounts at Locademia — and enabled a segmented channel for sponsors: banners, activations, and benefits measurable against the member base, with real metrics on clicks, redemptions, and reach. The app becomes the digital commercial inventory the club can activate today, without replacing existing sponsors.

Maslow operates the platform end-to-end: catalog, partner network, support, and customer success. Racing brings the brand and the community; we make the experience run at the pace the club needs.