Fanatics Launches Comprehensive Fanatics ONE Loyalty Program

As part of the program, consumers can earn points on purchases from the company's merchandise, collectibles, trading cards, casino, and sportsbook businesses.

Ziv Chen

Last Updated: August 14, 2025 11:51 AM EDT • 3 minute read

An exciting announcement from one of our best sports betting sites.

Fanatics has launched a new rewards program, Fanatics ONE, to reward consumers in its sports-focused businesses. As part of the program, consumers can earn points on purchases from the Fanatics Sportsbook and Fanatics Casino, as well as the company's merchandise, collectibles, and trading cards businesses.

The platform is powered by the already-established FanCash platform, which is home to about 10 million members who have earned rewards for merchandise purchases on the Fanatics online shop and app. Rewards can be exchanged for merchandise, apparel, exclusive experiences, and game tickets, and members will also have access to perks such as no-cost shipping and special prizes. There is plenty to take advantage of after signing up with a Fanatics promo code.

Chief Strategy and Growth Officer Tucker Kain explained that the new program represents the company's expansion beyond merchandise and allows for the unification of its business segments under one customer experience.

Fanatics envisions FanCash as "the currency of sport," where fans can gain access to rewards such as jerseys and hats, athlete meet-and-greets, Super Bowl experiences, and the Fanatics Fest convention.

Fanatics' broad licensing partnerships with premier sports leagues, including the NFL, the MLB, and the NHL, and with superstar players like LeBron James and Shohei Ohtani, have the potential for exclusive benefits. In 2024, Fanatics had over $8 billion in revenue, with the overwhelming majority of the revenue stemming from the retailing of gear. The company has thus far branched into sports betting, sports apparel, and trading cards.

Kain also noted that customers engaging across multiple platforms are particularly valuable, highlighting the advantage of a unified loyalty framework over isolated business units. The program's cross-sport reach differentiates it from traditional loyalty programs in retail, hospitality, or travel industries, which lack a comparable nationwide sports-focused system.

Fanatics Sportsbook seeks Missouri sports betting license

Fanatics' foray into blended sports experiences continues with yet another sports betting expansion. By the September 12 cut-off date, Fanatics Sportsbook submitted applications for retail and online permits to participate in the upcoming legal Missouri sports betting market. The submission places Fanatics among a crowded group of the best sportsbooks, including FanDuel, bet365, DraftKings, Underdog, and BetMGM.

Missouri law permits up to 14 sportsbook licenses, though regulators are not expected to allocate all immediately. Fanatics Sportsbook has recently introduced a desktop version alongside its mobile app, expanding user access. Once licensed, Fanatics will have until December 1 to finalize preparations.

Missouri sports bettors will thereafter be able to wager online and in person and take advantage of Missouri sportsbook promos. Fanatics is anticipated to embed the rewards of its loyalty platform in sportsbook products. This strategy may facilitate cross-platform activity across Fanatics ONE members and the sportsbook and could improve retention and lifetime customer value.

Written by:
Ziv Chen

Ziv has over two decades of experience in the igaming and sports betting industry, having served in senior marketing and business development positions with both B2C and B2B companies, including Playtech and Microgaming. In 2019, Ziv decided to pursue his passion for writing and became a fulltime industry journalist, covering casino, sports, and gambling business news. He’s specialties include casino games and technology, US state gambling regulation, company performance, as well as gambling affiliates and marketing. As a Pitt graduate, Ziv is a diehard fan of all Pittsburgh sports teams, with the Steelers at the top of the list. In his free time, he enjoys reading crime fiction, biographies (mainly of sports personalities, but not only) and American history. Ziv’s Favorite quote: “We're going to pursue perfection, knowing full well we won't catch it, but we're going to relentlessly chase it," Mike Tomlin, Pittsburgh Steelers Head Coach.