Fanatics is capitalizing on the growth of its sports betting and casino operations in the U.S. with a new beefed-up loyalty program that ties the various branches of its business more closely together.
Fanatics ONE is now live across the country and there are plans to expand it globally. The company’s first cross-business loyalty program allows users to redeem FanCash, Fanatics’ existing rewards payments system, across the business’ various verticals, spanning online gambling, merchandise, trading cards and more. Rewards range from sports wagering bonus bets and online casino credits to fan apparel to collectibles to game tickets and in-person event access.
Eligible fans with a preexisting Fanatics account are automatically enrolled in the Fanatics ONE program as members. More than 10 million users are already signed up through FanCash and have benn converted to ONE.
As members engage, whether through online gambling or non-gaming-related purchases, they earn points that help them climb through five tiers. At the entry level, members earn up to 10% FanCash on all bets on Fanatics Sportsbook, whether the wagers win or lose. They also get 5% FanCash back on all Fanatics shopping app purchases, free shipping and access to free-to-play games and contests for prizes such as trips to NFL games.
As they climb the ladder, the level of rewards available increases, ultimately reaching perks such as personalized athlete and celebrity memorabilia and experiences, VIP and exclusive events, exclusive collectible rewards and more.
A unique approach, says Fanatics
Tucker Kain, Fanatics’ chief strategy and growth officer, said the program is something “that only Fanatics could deliver.”
Speaking to CNBC, he noted that Fanatics’ cross-vertical users typically provide several times the value to the company that single-vertical users do.
“There has never been a loyalty program that spans sports and fandom,” Kain told CNBC. “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.”
Fanatics could expand the program in the future through measures such as new rewards or loyalty-based partnerships with teams and leagues. Fanatics has partnerships with most U.S. major sports leagues and numerous big-name athletes that it could leverage in this way.
Fanatics gets feet under the online gaming table
The loyalty program overhaul is likely not only an attempt to capitalize on the cross-channel revenue opportunity but also a reflection of how the company has grown apace in the online gambling market since stepping into the U.S. market in 2023.
Eilers and Krejcik Gaming (EKG) data at the end of 2024 suggested that Fanatics Sportsbook grew from around 0.5% U.S. market share to 5% in 2024 and its testing report ranked Fanatics third, ahead of the likes of BetMGM, bet365 and Caesars.
“We’ve done a really good job to close that gap,” Chief Operating Officer Scot McClintic told SBC Americas at the start of 2025. “And we’re close enough now where we can really start to put our foot on the gas.” McClintic said during that interview that the company’s rewards program was going to “explode in 2025.
“That’s what loyalty is,” he told SBC Americas. “Creating a robust, compelling program that rewards customers for staying with you.”
Fanatics also offers its sports bettors a Fair Play initiative in which it refunds bets in certain circumstances when players leave games early due to injury. DraftKings recently launched a similar service, which it calls Early Exit.
Fanatics continues to grow its online gaming operations. It launched a standalone Fanatics Casino app in four online casino states in early May, has applied for a license to enter Missouri’s online sports betting market when that state opens for business in December, and McClintic revealed to Canadian Gaming Business in late 2024 that it ultimately hopes to enter regulated markets in Canada.
