Alliance Data Systems Corp. of Dallas has agreed to offer private-label credit cards and related marketing services to the St. Paul sporting goods retailer Gander Mountain Co.

In addition, Alliance Data said Tuesday that it has extended an existing contract to provide a cobranded card for Gander Mountain.

Both the private-label and cobranded cards will be connected to the retailer's reward program. The marketing services include providing a consumer database, analytics, and modeling.

"The new private-label program will complement our successful cobrand program and offer our customers more payment choices," Casey Ramm, Gander Mountain's vice president of marketing, said in a press release. "The database services will enable us to better deliver relevant offers and meaningful marketing promotions."

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