American Express and Fanatics partner on new sports rewards experiences, loyalty integrations, and a Fanatics American Express Card designed for sports fans.
American Express and Fanatics have announced a strategic partnership focused on sports rewards, fan engagement, payments, and loyalty experiences across the Fanatics ecosystem.
According to the companies, the partnership will introduce a new Fanatics American Express® Card alongside expanded loyalty integrations, fan rewards, and exclusive sports experiences for cardholders and Fanatics customers.
American Express will also become the Official Payments Partner across select Fanatics online and retail locations globally, while serving as a presenting sponsor for Fanatics Fest NYC beginning in 2026.
The companies stated that the partnership combines American Express’s payments and loyalty infrastructure with Fanatics’ sports ecosystem of more than 100 million fans worldwide.
According to the announcement, the collaboration is designed to create more connected and personalised fan experiences across sports commerce, rewards, live events, and digital engagement channels.
“Nearly 80% of surveyed US American Express Consumer Card Members identify as sports fans, and this partnership with Fanatics will deliver unforgettable fan experiences and expanded access at some of the world’s most popular sporting events,” said Elizabeth Rutledge, Chief Marketing Officer, American Express.
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New Fanatics American Express Card
Fanatics will launch a new Fanatics American Express Card later this year through the Amex Network.
According to the companies, the card is designed specifically for sports fans and includes:
- FanCash rewards across the Fanatics ecosystem
- Exclusive fan experiences and perks
- Elevated Fanatics ONE loyalty status
- Access to Amex offers, protections, and experiences
FanCash can be redeemed for sports apparel, collectables, trading cards, tickets, and experiences across Fanatics platforms.
The companies stated that additional card details will be announced ahead of the US launch later this year.
Expanding Loyalty and Fan Engagement
The partnership also introduces Fanatics as the first sports-focused American Express Membership Rewards transfer partner.
Eligible American Express cardholders will be able to convert Membership Rewards points into FanCash for use across Fanatics experiences and products.
According to Fanatics, the integration is designed to strengthen fan engagement by connecting payments, rewards, commerce, and live sports experiences within a unified ecosystem.
“We’re constantly looking for new ways to celebrate and support fans for their passions and enhance the everyday fan experience,” said Tucker Kain, Chief Strategy and Growth Officer, Fanatics.
Building Connected Sports Customer Experiences
American Express and Fanatics stated that the partnership reflects growing demand for immersive, personalised sports engagement experiences.
The companies plan to collaborate across Fanatics Fest activations, digital engagement programmes, loyalty experiences, and year-round sports marketing initiatives.
According to the announcement, integrating payment products directly into sports ecosystems creates new opportunities to personalise rewards and deepen customer relationships across fan journeys.
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