Fanatics Launches New Loyalty Program Rewarding Sports Fans
Fanatics on Tuesday launched a new loyalty program that will reward sports fans for buying merchandise and apparel, trading cards and placing sports bets, reports CNBC. The program, called Fanatics ONE, is the company’s first cross-business loyalty program and will offer members points for purchases across its sports merchandise business, collectibles, and trading cards, as well as casino and sportsbook operations.
The program expands how Fanatics' current FanCash rewards currency can be redeemed, giving members access to a catalog of rewards including apparel and exclusive shopping experiences, tickets, live card breaks and fixed-price trading card purchases on Fanatics Collect, bonus bets and casino credits, and much more. Members will gain access to things like free shipping and giveaways. Fanatics has roughly 10 million people already in its FanCash program. Those users will be converted to the Fanatics ONE program.
Total Retail's Take: Fanatics' new loyalty program speaks to the depth of its relationships across the sports industry as well as its growth into categories beyond merchandise. The company has partnerships with nearly every major sports league and relationships with athletes like Lebron James. This new loyalty program will look to expose more sports gear shoppers to Fanatics' initiatives in collectibles and betting. Customers that engage across multiple channels are more valuable to the brand.
Fanatics Chief Strategy and Growth Officer Tucker Kain says the company has a vision of building its new program into “the currency of sport,” where fans will be able to acquire not just a new jersey or hat, but game tickets, athlete meet-and-greets, access to Super Bowl parties, or Fanatics Fest, the company’s effort to build a Comic-Con-like event for sports that recently held its second edition.
“There has never been a loyalty program that spans sports and fandom,” Kain said. “We listened to what fans wanted — more unique rewards and more ways to spend their FanCash — and built a program that only Fanatics could deliver," he said in a company press release.
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Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.
