Fanatics launches new enterprise-wide loyalty program 'Fanatics ONE'

Fanatics has launched Fanatics ONE, its first enterprise-wide loyalty program, giving its customers access to rewards across apparel, trading cards, collectibles, sports betting, casino games, and exclusive events.

At the heart of the program is FanCash, which can now be redeemed for merchandise, tickets, live card breaks, bonus bets, casino credits, and more. Existing Fanatics account holders were automatically enrolled this summer.

Members earn tier points based on activity, moving through five levels: ONEmember, ONEmember Pro, ONEgold, ONEplatinum, and ONEblack. 

Entry-level members (ONEmember) receive 5% FanCash back on all purchases through the Fanatics App, up to 10% FanCash on all bets placed in Fanatics Sportsbook (win or lose), free shipping and returns, and access to limited product drops. Members can also participate in contests, sweepstakes, and free-to-play games with chances to win unique sports 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, Fanatics Chief Strategy and Growth Officer. “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.

As members move up tiers, they unlock bespoke rewards, including personalized memorabilia from athletes and celebrities, VIP events at flagship League stores, custom experiences with Fanatics athletes, access to signature events like Fanatics Fest and the invite-only Super Bowl party, private after-hours shopping, exclusive collectibles, concierge services, and more.

In a report by CNBC News, Tucker Kain, Fanatics’ Chief Strategy and Growth Officer, said the program will convert roughly 10 million existing FanCash members into Fanatics ONE.

FanCash will now serve as “the currency of sport,” redeemable for merchandise, collectibles, and exclusive fan experiences. “These are things that sports fans value and get excited about, and I think our platform is uniquely positioned to do that,” Kain said.

Fanatics has partnerships with nearly every major U.S. sports league, including the NFL, MLB, and NHL, and relationships with top athletes like LeBron James and Shohei Ohtani. The company has also expanded into trading cards, collectibles, and sports betting, generating over $8 billion in revenue in 2024, though merchandise remains the main source of income.

Unlike other industries, sports have few cross-league loyalty programs. “There has never been a loyalty program that spans sports and fandom,” Kain said. “All of us have a different kind of fandom, different passions, different teams and athletes we like, so a program that threads those experiences can separate itself really meaningfully from other great loyalty programs.”

The company is already considering additional expansions, including exclusive rewards, partnerships, or a Fanatics-branded credit card. “We get excited about the potential to deepen those relationships and ultimately enhance the fan experience across all sports and every kind of fandom,” Kain said.