CNBC: Fanatics is building a loyalty program for sports, rewarding fans with merchandise, tickets and experiences

Fanatics is launching a new loyalty program, reflecting its continued growth and reach in the sports business industry.

The program, called Fanatics ONE, will offer members points for purchases across the company’s various businesses, which now include its sports merchandise business, collectibles, and trading cards, as well as casino and sportsbook operations. Members will gain access to things like free shipping and giveaways and will be able to redeem their points on everything from apparel and merchandise to exclusive experiences and game tickets.

Tucker Kain, Fanatics’ chief strategy and growth officer, said this new loyalty program highlights the company’s expansion beyond merchandise, and “the opportunity to bring [it] together from a consumer and experience perspective.”

Kain said that Fanatics has roughly 10 million people already in its FanCash program, which it previously rewarded to customers who bought merchandise through its ecommerce platform and its app. Those users will be converted to the Fanatics ONE program.