Loyal Supporters of Fanatics Are Offering Rewards for Spending Within Their Domain
Fanatics Unveils Cross-Business Loyalty Program, Fanatics One
In a bid to deepen fan engagement and boost sales, sports merchandise giant Fanatics has announced the launch of its new loyalty program, Fanatics One. The program aims to convert the 100 million-plus people who have purchased from Fanatics into multi-vertical spenders.
Fanatics One, set to launch with approximately 10 million members, will reward users for activity across the company's diverse product portfolio, including apparel, collectibles, sports betting, and exclusive event access. Account holders will be automatically enrolled in the program.
The program offers exclusive benefits such as access to limited-run products, discounted hotel stays, and invites to the Fanatics Super Bowl party in the top tier. It also allows users to match a VIP status they might have already developed with another sportsbook.
Fanatics One builds on the company's FanCash program and replaces existing systems like Topps' customer loyalty program. The program will be housed within Fanatics' fourth business unit, "platform services," which includes the company's app, back-end tech, and events.
This cross-business program could potentially make it easier for Fanatics to layer on new verticals, such as media and ticketing, in the future. The company is also expected to integrate with teams, leagues, and other entities eager to tap into Fanatics' offering.
Customers who utilize multiple Fanatics verticals typically spend three-to-four times more with the company than single-vertical customers. This suggests that Fanatics One could significantly boost the company's sales, which reached $8.1 billion in 2024.
Fanatics' success is not limited to merchandise sales. The trading cards and collectibles business generated $1.6 billion, while the gaming vertical brought in $300 million. These figures underscore the potential of Fanatics One to drive growth across the company's various business units.
Comparatively, other sports loyalty programs focus on specific verticals. For instance, adidas' adiClub rewards members for purchases, workouts, product reviews, and event participation, offering exclusive benefits like sneaker drops and premium partnerships. Similarly, FIFA Rewards Loyalty Program and Hard Rock Bet Loyalty Rewards (Unity by Hard Rock) focus on gamification, tiered membership benefits, and exclusive real-world rewards.
However, Fanatics One stands out with its cross-business approach, providing a unique opportunity for fans to engage with the company across various verticals and earn rewards accordingly. Innovative loyalty approaches, such as subscription-based and eco-friendly programs, could also be adopted by sports brands to foster loyalty aligned with fan values.
As Fanatics One launches, it will be interesting to see how the program evolves and how it impacts fan engagement and the company's sales.
[1] adidas adiClub: https://www.adidas.com/us/adiclub [2] FIFA Rewards Loyalty Program: https://www.fifa.com/fan-rewards [3] Hard Rock Bet Loyalty Rewards (Unity by Hard Rock): https://www.hardrockhotels.com/loyalty-program/ [4] Fanatics One: https://www.fanatics.com/one [5] Innovative Loyalty Approaches: https://www.forbes.com/sites/forbesagencycouncil/2021/08/18/innovative-loyalty-approaches-that-will-drive-customer-engagement-and-retention/?sh=44200b8449e4
T-Mobile MLB All-Star Giveaway
In a recent MLB All-Star giveaway, T-Mobile received $1 million of FanCash as part of the promotion. The exact details of how the FanCash will be used by T-Mobile are not yet clear, but the giveaway underscores the potential of Fanatics' loyalty programs to engage fans and provide unique rewards.
A Look Back at Fanatics' Success
In 2024, Fanatics reported $8.1 billion in sales, with $6.2 billion coming from the merchandise business. The trading cards and collectibles business generated $1.6 billion, while the gaming vertical brought in $300 million. These figures demonstrate the company's strong performance across various verticals.
Beyond Fanatics: Other Sports Loyalty Programs
Beyond Fanatics, other sports brands are also leveraging loyalty programs to deepen fan engagement. For example, adidas' adiClub offers exclusive sneaker drops, early access to launches, event invitations, and premium partnerships for fitness and entertainment. FIFA Rewards Loyalty Program integrates engagement through gaming, e-commerce, and live event check-ins, aiming to create an immersive fan experience. Hard Rock Bet Loyalty Rewards (Unity by Hard Rock) rewards betting and spending with points redeemable for hotel stays, dining, retail, and other perks.
These programs utilize multiple engagement methods such as gamification, tiered membership benefits, cross-platform integration, and exclusive real-world rewards to deepen fan loyalty and participation beyond traditional purchaser discounts.
Innovative Loyalty Approaches
Innovative loyalty approaches, such as subscription-based and eco-friendly programs rewarding ongoing engagement and sustainable choices, could also be adopted by sports brands to foster loyalty aligned with fan values. As Fanatics One launches, it will be interesting to see if the company adopts such innovative approaches to stay ahead in the competitive sports merchandise market.
People across various technology sectors can now participate in commerce with Fanatics, as the company's new loyalty program, Fanatics One, expands its product portfolio beyond apparel and merchandise to include sports betting, collectibles, and exclusive event access. Fans participating in the sports of baseball, for instance, can engage with the T-Mobile MLB All-Star giveaway, where they stand a chance to win FanCash, a rewards currency used by Fanatics.