Fanatics debuts tiered loyalty program
Fanatics is expanding in the loyalty space with a program that rewards customers who spend money across its expanding businesses, which include sports apparel, trading cards, collectibles, sports betting and more.
The new, fee-free Fanatics One is billed as the company’s first cross-business loyalty program. Members will be able to redeem points gained through purchases for a wide of rewards and experiences, including fan apparel, trading cards and collectibles, online sports betting and casino rewards, access to live events and game tickets, and more.
Fanatics says a key component of the new program is FanCash, which previously rewarded customers who bought merchandise through its e-commerce platform and app. Informed by fan feedback, the new program expands on how FanCash can be redeemed, giving members access to a wider array of rewards, including apparel and exclusive shopping experiences, tickets, live card breaks and fixed-price trading card purchases on Fanatics Collect, bonus bets and casino credits, and more.
“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.”
Eligible fans with a preexisting Fanatics account are automatically enrolled in the Fanatics One program as members, with the initial migration completed earlier this summer. As members engage, they also earn tier points that help them climb the ladder to new benefits. Members can achieve five different tiers based on their FanCash earnings and frequency of activity, activating a variety of exclusive rewards and benefits. The tiers include: ONEmember, ONEmember pro, ONEgold, ONEplatinum and ONEblack.
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“Fanatics One reflects the strength of our platform,” added Kain. “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.”
