Fanatics has officially introduced Fanatics ONE, its integrated loyalty scheme designed to reward and retain bettors across its growing gambling ecosystem. Launched on June 11, 2025, the program ties together activity on the Fanatics online store, sportsbook, and casino platforms—aligning perks across merchandise purchases and gambling play
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GLOFanatics has officially introduced Fanatics ONE, its integrated loyalty scheme designed to reward and retain bettors across its growing gambling ecosystem. Launched on June 11, 2025, the program ties together activity on the Fanatics online store, sportsbook, and casino platforms—aligning perks across merchandise purchases and gambling play
🎯 How It Works: Earning Tier Status and FanCash
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Tier Points accumulate from both shopping and betting:
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1 point per $5 spent on Fanatics.com/app.
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2 points per $1 of FanCash earned via sportsbook wagers.
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5 points per $1 of FanCash earned through casino play.
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Available tiers include:
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ONE Member (0–99 pts)
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ONE Pro (100–2,499 pts)
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ONE Gold (2,500–9,999 pts)
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ONE Platinum (10,000–19,999 pts)
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ONE Black (20,000 pts + by invitation only)
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While tier points unlock privileges, FanCash functions as a redeemable currency, usable for bonus bets, casino credits, or Fanatics merchandise
🏅 Tier Benefits: From Merchandise to VIP Perks
As members climb tiers, they unlock increasingly exclusive rewards:
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All tiers include FanCash earnings, free shipping, merch drop access, and discounted ticket fees.
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Gold tier and above invites members to Fanatics Fest events and gives access to “Friends & Family” merchandise pre-releases.
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Platinum adds personal gifting and memorabilia opportunities.
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Black tier delivers top-tier prestige perks, including card collector concierge services, hotel perks, exclusive collectibles, and even access to signature VIP events like the Super Bowl and All-Star weekends
💰 Leveraging Fanatics ONE in Casino & Sportsbook
Fanatics is already expanding its gambling footprint:
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Its casino app recently launched in four U.S. states (MI, NJ, PA, WV), offering traditional casino games and live dealers, separate from its sportsbook experience
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The program uses FanCash rewards as a key loyalty lever—betting activity earns up to 10% back as FanCash, which circulates across Fanatics’ entire ecosystem .
🤝 “A Secret Weapon” for Growth
Conor Grant, Fanatics’ gaming president, described loyalty rewards as their “secret weapon”—leveraging Fanatics’ massive database of more than 100 million customers to cross-promote between merchandise, sports betting, and casino interests. The approach is clearly paying off: Fanatics experienced year-over-year market share growth in 2024, although it still trails titans like FanDuel and DraftKings
⚠️ Balancing Engagement with Responsibility
The rise of sportsbook VIP tactics has sparked scrutiny. Industry analysts warn that gamified loyalty plans risk encouraging excessive betting. Fanatics counters that its loyalty is fan-first—centred on inclusivity across shopping and entertainment—and that responsible gaming safeguards are embedded in its design .
🔍 Bottom Line
Fanatics ONE represents a strategic evolution for Fanatics, deepening its commitment to a seamless ecosystem. By weaving together shopping, sports betting, and casino gaming rewards, it seeks to build longer-term engagement. The effectiveness lies in the diversity and utility of its perks—from everyday benefit to red-carpet experiences. Still, like all gambling loyalty systems, it must tread carefully to ensure players stay in full control. If responsibility and transparency remain central, Fanatics ONE could indeed become the loyalty model many competitors follow.
Source: Fanatics/ opinion by GLO
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