Global sports platform Fanatics has partnered with Pointsville to make FanCash — the “currency” of its Fanatics ONE loyalty program — more easily available for use in customized campaigns and promotions. The goal is for FanCash to evolve into an open-loop loyalty currency in sports and live entertainment, usable across retail, hospitality, stadiums and travel, while continuing to drive users back into the Fanatics ecosystem.
The Pointsville platform enables organizations to distribute FanCash via multiple digital and in-person delivery mechanisms, including unique codes, links and QR codes. Fanatics customers can earn FanCash as they shop, bet and collect with Fanatics, and the FanCash will be redeemable beyond Fanatics.com for gear, collectibles, tickets, bonus bets and one-of-a-kind experiences.
For Pointsville, the move means it will become an anchor partner in a major sports-commerce ecosystem, gain access to Fanatics’ massive user base and partner network and create opportunities to scale Pointsville’s protocol/loyalty infrastructure in the sports vertical — a high-growth domain.
“Loyalty is moving from isolated programs to unified and interoperable models,” said Gabor Gurbacs, Founder and CEO of Pointsville in a statement. “FanCash shows what that future looks like, giving fans the ability to earn and redeem value across experiences. Pointsville is proud to provide an infrastructure that helps make this transition possible.”
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Earlier this month, Fanatics announced it would be managing retail for next year’s FIFA World Cup across three countries and 16 cities.
