Fanatics follows PointsBet rebrand with Jersey Drop promotion
Merchandizer aims to build market share with cross-sell initiative ahead of new NFL season
Fanatics Betting and Gaming (FBG) has fired the first salvo in its quest to build US market share during the upcoming NFL season with a new Fanatics Jersey Drop promotional initiative.
As of Friday (September 1), all new customer sign ups to the Fanatics sportsbook app, including those in states that are not yet under the new ‘PointsBet, A Fanatics Experience’ sportsbook brand, can opt-in to the new promotion.
If these individuals place a wager between September 1 and September 18 of $50 or more, they will receive credits worth up to $150 to purchase a jersey from their favorite team across multiple sports.
These credits will be paid within 72 hours of a qualifying bet being placed, excluding any bet settled using the cashout feature.
“Fanatics Betting and Gaming is bringing a more rewarding online sports betting experience to customers to celebrate the return of football season,” said Fanatics Betting and Gaming chief marketing officer Jason White.
“We want to outfit our customers in the latest team gear for betting with us on the Fanatics or PointsBet sportsbooks. It’s sign up, suit up and get the Fanatics experience,” White added.
The promotion marks the second time Fanatics has attempted to tie in its global sports merchandizing empire with its sportsbook via cross-sell initiatives, with the firm looking to build market share throughout the season.
In May, Fanatics fell foul of the Ohio Casino Control Commission (OCCC) when a similar promotion linking the sportsbook and merchandizing arms was discontinued following an OCCC request.
In that promotion, individuals purchasing items on the Fanatics.com site were offered bonus bets of an equivalent amount, of up to $500, on the proviso they became customers of the Fanatics Sportsbook.
Several X, formerly known as Twitter, users called into the promotion into question, increasing scrutiny that ultimately led to the OCCC asking for the offer to be ended.
Last week, FBG went live in eight US states as part of its $225m acquisition of the PointsBet US business, rebranding PointsBet USA to ‘PointsBet, a Fanatics Experience’ in those states.
PointsBet USA will continue operating in Louisiana, Michigan, New York, and Ohio until FBG closes in those states. PointsBet USA will continue to employ staff in several areas and its current CEO, Johnny Aitken, will continue in his role.
This means that by the time the NFL season starts, Fanatics will be live in 11 states and PointsBet Casino will be live in four.