Global digital sports platform Fanatics have partnered with financial services company American Express. The pair are partnering to offer fan experiences as well as an exclusive branded credit card.
American Express will also be the chosen payment provider at select Fanatics locations and a sponsor of the Fanatics Fest NYC event.
Fanatics evolution
Fanatics was founded in 1995 by two brothers - Alan and Mitchell Trager - in Jacksonville, Florida. In 2011, the business was acquired by Michael Rubin.
Global expansion followed over the next decade and in 2021, he announced it was expanding to become a global digital sports platform.
The company has since moved into NFT creation, and trading, while also securing the rights to produce and distribute trading cards for major US leagues.
Today, it also operates a sports betting company, a live streaming commerce platform, and a sports entertainment producer. It also runs various live consumer events - the biggest of which is the Fanatics Fest NYC.
Despite only having started in 2024, the sports collectables convention has grown so big that it is expanding from a three-day event to four days this year.
Sports stars, including Tom Brady, LeBron James, and Canelo Alvarez, as well as stars Mark Wahlberg, Jay-Z, and more, are part of the Fanatics Fest line-up. And the event will take place from Thursday July 16 until Sunday July 19, 2026.
FIFA X Fanatics
Fanatics recently announced it was expanding its relationship with FIFA. On Friday July 18, FIFA will be hosting the official World Cup 2026 Final press conference, at the festival, where you can hear from both the coaches and the players.
From 2031, Fanatics has an exclusive deal with FIFA to produce trading cards, stickers, and trading card games. The products will be introduced under the Topps brand.
Fanatics acquired Topps in 2022, in a deal worth approximately $500M, granting it exclusive rights to certain leagues and competitions.
Fanatics X American Express partnership
This year, Fanatics Fest NYC will have a new official payment provider, American Express, after the company signed a new partnership with Fanatics. It will also provide payment services at other Fanatics locations, including online.
A Fanatics American Express Card will be launched, offering exclusive benefits to users. Holders will earn FanCash, which can be exchanged for tickets and official apparel on the Fanatics platform.
Cardholders will also enjoy exclusive benefits as part of the Fanatics ONE loyalty program, and will receive exclusive offers, promotions, and other content.
No credit card deposits allowed on Fanatics Casino & Sportsbook
It is worth noting that, while Fanatics does offer betting and online casino gaming, it, like a growing number of iGaming sites, does not accept credit card deposits. Users will not be able to use their branded American Express cards on the betfanatics platform.
Fanatics' Chief Strategy and Growth Officer, Tucker Kain, said of the new partnership: "We're constantly looking for new ways to celebrate and support fans for their passions and enhance the everyday fan experience.
"Partnering with American Express allows us to scale these ambitions in a meaningful way, expanding our payments, loyalty and advertising capabilities, while creating truly differentiated products, including the Fanatics American Express Card, which we believe will become the Card that sports fans reach for."
