AD WEEK: New Fanatics Loyalty Program Introduces Fans to the Brand's Growing Team

Whether a sports fan knows Fanatics as the place they buy jerseys, the spot they find trading cards and memorabilia, the casino where they place bets, or the promoter of their favorite festival, the company increasingly wants them to tie all of those experiences together.

A decade ago, Fanatics introduced FanCash purchase rewards as a retooled loyalty program, giving fans credit to spend on other Fanatics purchases. That led to other loyalty initiatives, including the brand’s own credit card, its Jersey Assurance program to protect fans’ purchases if a player leaves during free agency, and access to Fanatics Presents events.

Now, it’s bringing everything together in its Fanatics ONE program.

With Fanatics relaunching its app a year ago, as well as rolling out both its casino and sportsbook operations and event ticketing partnership with Ticketmaster earlier this year, the company needed to update its loyalty program to adapt to the breadth of its offerings. The Fanatics ONE program makes everything more centralized, with elements like FanCash remaining a significant part of the equation.

For instance, under the new program, FanCash is redeemable for a variety of items, including apparel, trading cards, collectibles, tickets, casino credits, bonus bets, and more.