The Yellow Rewards Program of Piraeus won three top distinctions at the European Loyalty Awards 2026 ceremony, the largest loyalty awards institution at the European level, which took place in London on 03 September.
The awards of the event were contested by loyalty programs of leading companies internationally, such as: Mastercard, Shell, Vodafone, Philip Morris International, MediaWorld, KFC, Hilton, Hyatt, TUI, Starbucks, etc.
Piraeus was awarded for Yellow in all three categories in which it submitted a nomination:
- Best European Long-Term Loyalty Program
- Best Cashback Loyalty Initiatives in Europe
- Best European Loyalty Program/Initiative - Financial Services
The judging panel of the European Loyalty Awards singled out Yellow as “an outstanding customer rewards program and a thoroughly deserving winner”, while also describing it as “one of the strongest rewards programs in the financial sector that we have ever evaluated”.
Special reference was also made to Yellow’s extensive partner ecosystem, which, according to the panel, “offers redemption opportunities at merchants connected to consumers’ real and everyday needs”.
Giannis Rokkas, General Manager, Head of Group Marketing & Corporate Communication of Piraeus, stated on the matter: “Yellow is today among the leading rewards programs in Europe, alongside programs of international groups such as Mastercard, Shell and Vodafone. The three awards at the European Loyalty Awards 2026 confirm its momentum and competitiveness at the European level, as well as the leading position it has achieved in the financial services sector”.
This triple award confirms Yellow’s enduring success, continuous evolution and leading role in the European rewards program sector, highlighting it as one of the most innovative and effective loyalty programs, Piraeus notes.