SPORTS BUSINESS JOURNAL: Fanatics, Colts to Integrate Loyalty Programs

The Indianapolis Colts and Fanatics will begin integrating their loyalty programs this offseason, an inflection point in Fanatics founder Michael Rubin’s vision of creating an all-in-one fan experience app.

This June, the Colts will give season-ticket holders free Fanatics FanCash, which can be used to buy merchandise at the Fanatics-run team stores, place bets on Fanatics Sportsbook or be converted back into credits on the Colts’ proprietary Colts Connect platform to be used for concessions at the stadium.

In one sense, this is just a modest expansion of a long-running effort to add value to season tickets; four years ago, the Colts offered $100 in site credits on FanDuel as part of a new half-season-ticket package sale.