Mall Networks, a two-year old company that develops online customer loyalty sites for sports organizations such as the Arizona Diamondbacks, Los Angeles Dodgers and other organizations, said it has raised $2 million in a second round of venture capital.

The round was led by the Venture Capital Fund of New England, and included existing investors IDG Ventures Boston and LBO Enterprises. It follows $2 million in March.

The company is headquartered in Lexington, Mass. with an office in Burlingame.

The company joins a number of other companies that are helping companies increase customer loyalty online by letting users earn reward credits, in exchange for corporate gifts or event tickets. Vesdia and Affinity Solutions are other major players already in this market.

Mall Networks thinks it can beat those players with a better technology platform, and hold its own because of the experience of its management team.

Les Otten, vice chairman and partner of the Boston Red Sox, is on the company’s board.

Carl Novotny, who joins the Mall Networks board on behalf of VCFNE, has considerable experience. He co-founded First USA Partners, an affinity marketing company, in 1992. Previously, Novotny also co-founded Trans National Financial Services, an affinity marketing company for financial services companies in 1979.