Fanatics has launched Fanatics ONE, an enterprise-wide loyalty program offering a wide variety of rewards including fan apparel, trading cards and collectibles, online sports betting and casino rewards and access to events like Fanatics Fest and the company’s invite-only Super Bowl party. Eligible U.S. customers with a pre-existing Fanatics account were automatically enrolled in the program in a migration completed earlier this summer, and Fanatics plans to eventually expand the program globally.
The fee-free program, which is now open to all U.S. customers, will have five tiers, from the basic ONEmember tier up through to the ONEblack tier. The entry-level membership includes free shipping and returns, 5% FanCash (the loyalty program’s “currency”) back on all Fanatics App purchases, and up to 10% FanCash earned on all bets, win or lose, placed within Fanatics Sportsbook. Members earn points that help them advance to higher tiers via FanCash earnings and frequency of activity, including free-to-play games, contests and sweepstakes offering chances to win experiences such as a trip to an upcoming NFL game in London.
“As Fanatics has grown as a sports platform, we’ve been methodically building a loyalty program that rightfully rewards fans for their passion across our full suite of experiences,” said Tucker Kain, Chief Strategy and Growth Officer at Fanatics in a statement. “FanaticsONE reflects the strength of our platform, which includes more than 900 global partners, access to thousands of athletes and celebrity fans, innovative trading card products, our fast-growing Fanatics Sportsbook & Casino, highly sought-after apparel collabs and limited-edition drops, special events like Fanatics Fest and much more.”
Fanatics has been making a strong bid for leadership in this space: in June 2024 Fanatics partnered with venerable auction house Sotheby’s in a bid to “redefine the trading card industry.” Fanatics launched its first-ever flagship store in London in January 2025, and also in January 2025 Fanatics joined the Fluent retail media network.
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