NEW YORK — Fanatics announced on May 20 that it will launch its first credit card later this year in partnership with American Express, expanding its sports fandom loyalty program.
The Fanatics American Express Card will operate on the American Express network in the United States and allow cardholders to earn FanCash, the company's digital reward currency redeemable for apparel, tickets, trading cards, collectibles and experiences, according to statements from both companies.
Fanatics, a major player in licensed sports merchandise, collectibles and related services, described the card as a way to deepen engagement with fans. It will integrate with the Fanatics ONE loyalty program, which the company launched in 2025 and which now has more than 30 million users, CNBC reported, citing company information.
"The new Fanatics American Express Card, designed to reward fandom in more unique ways than ever before, will run on the Amex Network and launch later this year," the companies said in a joint announcement.
The card will be issued by First Electronic Bank and managed by Imprint, not directly by American Express, officials said. Additional details, including specific rewards rates, fees and full benefits, will be shared in the coming months.
The announcement is part of a broader strategic partnership between Fanatics and American Express. Amex will become the official payments partner across select Fanatics online and retail locations worldwide. It will also serve as a presenting sponsor for Fanatics Fest, the annual sports fan festival in New York City.
Plans also include Fanatics becoming a transfer partner for American Express Membership Rewards points within the next year, according to reports on the deal.
Fanatics has grown rapidly in recent years through acquisitions such as Topps in trading cards and partnerships across major U.S. sports leagues. The loyalty program expansion aims to connect fans more directly with merchandise, events and experiences tied to their favorite teams and athletes.
Industry observers have noted the move as part of increasing competition in co-branded credit cards that target niche consumer interests, particularly in sports and entertainment. No specific financial terms of the partnership were disclosed.
As of June 22, the card is not yet available for applications. Details on eligibility, annual fees and exact earning structures remain to be released, the companies said.
The partnership reflects Fanatics' strategy to build a comprehensive ecosystem around sports fandom, combining retail, collectibles, digital rewards and now payments infrastructure. American Express, known for premium card products and experiential benefits, gains deeper access to sports enthusiasts through the collaboration.
