The program looks to leverage the verticals the company is involved in — trading cards and collectibles, sports betting, events and apparel — to reward customers for their activity.
Fanatics is launching an enterprise-wide loyalty program called Fanatics ONE. The program looks to leverage the broad swath of verticals the company is involved in — trading cards and collectibles, sports betting, events, and its core vertical, apparel — to reward customers for their activity across the company’s ecosystem. At present, that includes the Fanatics app, its flagship online store, and the Fanatics Sportsbook and Casino, and could include additional future integrations. Fanatics ONE will roll out in the U.S. initially, with further plans to expand globally.
The program is an extension of FanCash, which Fanatics first unveiled in 2015 as a reward currency for customers. In the decade since, FanCash has become a key cross-pollinization tool for Fanatics as its business expanded from apparel into sports betting, casino games, collectibles and live events during the last five years. In the last three years, the amount of FanCash redeemed by Fanatics customers has grown 10 times and it’s been integrated as a perk into the loyalty programs and season ticket memberships of Fanatics partner teams, including the Colts and Celtics.
FanCash will remain a central part of the new loyalty program, which launches as the sports industry gives a deeper second look at loyalty programs. The ways FanCash can be redeemed have been expanded to now include apparel, exclusive shopping experiences, tickets, live card breaks, fixed-price trading card purchases on Fanatics Collect, and bonus bets and casino credits.
Fanatics ONE will be tiered based on customers’ spending and frequency of activity within the Fanatics ecosystem; as customers go higher in the tiers, more FanCash is earned for each purchase. The tiers include the entry level ONEmember, ONEmember pro, ONEgold, ONEplatinum, and ONEblack, the highest level. ONEmember includes 5% FanCash on all purchases and up to 10% FanCash earned on all bets placed, regardless of outcome, with the Fanatics Sportsbook, as well as free shipping and returns and access to the most coveted product drop. In higher tiers, the rewards become more exclusive, including personalized memorabilia, athlete and celebrity experiences, and invites to signature Fanatics Fest events, among others.
This article was originally published by SBJ on 12th August 2025. View original.
