SAN DIEGO, April 8, 2013 /PRNewswire/ --Arriving just in time for the crazed conclusion of March Madness, 29 Club Sports is changing the game of customer loyalty programs with a free mobile social gaming application that drives social circles of sports fans to sports bars and restaurants. 29 Club Sports social gaming app allows people to create their own fan clubs or find existing merchant clubs and connect with like-minded friends, communicate privately and securely, banter about favorite teams and players, and receive special discounts from favorite Merchant locations. Merchants get a true loyalty program that they own and drive, allowing them to target circles with promos and events instead of simply giving away huge discounts. "Unlike other social networking apps, 29 Club Sports' app was built to combat all the negativity of social media, such as random friending, incessant promoting, non-secure messaging and rampant sharing of your personal information with everyone you don't want to know," said John Townsend, president and CEO of 29 Club Sports Inc. "It was also developed as an alternative to the unprofitable "spray and pray" promotion strategies employed by today's customer loyalty platforms which cheapen brands, steal margin, and endear little loyalty. Bottom line, the app creates an environment of fun with a viral effect that has mutual benefits for sports fans and merchants." For sports bars and restaurant merchants, the 29 Club Sports app can push unique, personalized offers and promos to specific social circles of sports fans – and then measure the efficacy and success of each promotion. Member merchants can get to know what's happening within each social circle and create "events" at specific times based on a given social circle or club's calendar. In addition to increasing sales, the ability to reach social circles with targeted promos fuels word-of-mouth buzz, helping merchants build Social Circle Loyalty tm and enticing customers to come in during slack periods of business. "29 Club Sports has figured it out," said Salvatore Palma, owner of Bridges Bar & Grill. "It's much more effective and easier to use than the social media outreach and loyalty programs I was using. It lets me reach out to my customers and their friends that have interests aligned with the experience that Bridges San Diego delivers. In our first weekend, our guest counts were up considerably over the prior year and many guests said they actually liked receiving 29 Club Sports offers from the Bridges rather than the spam they receive from others." The free 29 Club Sports app is now available for Apple iPhone at the Apple App Store (apple.com) and for Android phones at Google Play (play.google.com).