Fanatics announced that its customers will have an array of new redemption options for its FanCash currency under the new Fanatics One loyalty program.
The loyalty program brings together options from across Fanatics’ family of offerings, including apparel, trading cards and collectibles, and online sports betting and casino rewards, as well as event access.
Moreover, the effort marks a push to leverage Fanatics’ reach across those areas at a time when it has been growing its online sales.
Fanatics is No. 15 in the Top 2000. The database is Digital Commerce 360’s ranking of the largest North American online retailers by their annual ecommerce sales. In the database, Fanatics is the second-highest-ranking Apparel & Accessories retailer behind Nike.
Additionally, Fanatics was the fastest-growing online retailer by web sales in Apparel & Accessories in 2024, increasing its online sales by 28.9% year over year. Digital Commerce 360 projects Fanatics’ online sales in 2025 will reach $10.23 billion.
Fanatics web sales by year
How does the Fanatics One loyalty program work?
Fanatics One loyalty program black tier | Image credit: fanatics-one.com
The new Fanatics loyalty program is structured around progressive tiers of status and benefits. Engagement with the program can mean moving up through five different levels, unlocking new options for participants. The five tiers are called:
- One member
- One member pro
- One gold
- One platinum
- One black
At the first tier, members received 5% FanCash back when they make purchases through the Fanatics App, as well as up to 10% FanCash when betting using Fanatics Sportsbook. Other benefits include free shipping and returns, and access to product releases. The company also intends to host games, contests and sweepstakes for members, putting prizes such as tickets to an NFL game in London up for grabs.
For the highest tier, which Fanatics labels as “invite only,” perks include a concierge service for card collectors, exclusive rewards and experiences and access to special events.
The company said it completed a migration of existing customer accounts into Fanatics One earlier this summer.
Expanded options for redeeming FanCash
“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. “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.”
FanCash, which was already in use, will be accepted for purposes through the Fanatics One program. Kain made a point of underscoring the Fanatics properties and partners that enable it to do that.
“Fanatics One 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,” he stated.
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