Fanatics is getting into the customer loyalty space.

The digital sports platform on Tuesday launched Fanatics One, its first cross-business loyalty program that will offer rewards and experiences encompassing everything from fan apparel and trading cards to online betting and access to special events.

Fanatics is expecting the program to launch with around 10 million members in the U.S., said Tucker Kain, chief strategy and growth officer, a number that is expected to grow exponentially in the future. Fanatics has a global database of over 100 million.

A key component of the program will be FanCash, a virtual reward for purchases, that can be spent on merchandise, tickets, trading cards and other products offered on the Fanatics site.

Anyone with an existing Fanatics account will a

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