Fanatics to launch first credit card as part of broader deal with American Express
A detailed view of an LED board displaying the Fanatics logo during first half of the match between the Houston Dash and the Denver Summit
A detailed view of an LED board displaying the Fanatics logo during first half of the match between the Houston Dash and the Denver Summit FC at Shell Energy Stadium on May 9, 2026 in Houston, Texas. Fanatics plans to launch its first credit card later this year, further expanding the growing number of touchpoints the sports retail giant has with fans. The new card, which will launch on the American Express network in the U.S., will allow fans to earn FanCash, Fanatics' digital reward currency, which can be redeemed for apparel, tickets, trading cards, collectibles and other experiences.
It will serve as a further expansion of Fanatics' loyalty program, called Fanatics ONE, which it launched last year and now has more than 30 million users. Cardholders will gain additional benefits and elevated tier status in the program. "It's the continuing maturity of our businesses and our platform overall that we've grown pretty meaningfully that we're now starting to see enough scale and integration across the different businesses that a loyalty program and currency have real utility and engagement with fans at scale," said Tucker Kain, Fanatics chief strategy and growth officer.
"The credit card will be another tool for sports fans that doesn't really exist today, giving them rewards across all they do from a fandom point of view, and really being able to bring that back into your excitement about your team, player or league that you're following." Kain said that Fanatics, which has made the CNBC Disruptor 50 list three times, is on track to issue more than $1 billion of its FanCash this year, and expects about 97% to be redeemed by fans. The currency can be earned across the growing number of Fanatics business lines, which include sports merchandise, collectibles, and trading cards, as well as its sportsbook operations.
Fanatics also launched prediction markets last year. Fanatics CEO Michael Rubin said on CNBC earlier this month that the company will approach $14 billion in revenue this year. By comparison, the company had about $8 billion in total revenue in 2024, according to previous CNBC reporting.
The BriefWire