Credit Card Companies Face a New Challenger in Fanatics

Sports merchandise company Fanatics is planning to diversify its offerings later this year with the release of a new credit card for sports fans, according to a Forbes report.

The entrance of Fanatics into the card market stands to provide more competition to credit card companies that serve sports fans. And, according to recent data, the pool of consumers who consider themselves sports fans is vast.

In the U.S., nearly 80% of people watch professional sports. And findings from S&P Global Market Intelligence detail that 36% of those who do watch sports think of themselves as avid sports fans.

January 2026 may prove to have been the perfect month for Fanatics to announce the company’s new card. The beginning of a new year is always a busy time for sports enthusiasts, with the NFL and college football playoffs in progress and the NBA and NHL seasons in full swing. 

More than one-third of people in the U.S. view themselves as avid sports fans.

But the start of 2026 may be an especially opportune time to capture the attention of the sports-viewing public as the Olympics return during the first week of February. 

Fanatics marks a different type of competitor than those many credit card companies are used to contending with for market share. In addition to jerseys and hats, Fanatics also sells collectibles including sports figurines and trading cards.

Speaking from a recent retail trade event, Fanatics CEO Michael Rubin discussed plans to build his company, which Forbes says is currently a $13 billion business, approximately.

“We’re building this for the long term,” Rubin said. “If we execute, this can be a $30 billion to $50 billion revenue company. I hope it’s the most important and valuable company in sports.”

For Fanatics to grow to the level Rubin suggests it can, the company could attempt to greatly ramp up the numbers of jerseys and hats it sells each year to sports fans. But moving into the credit card sector can provide the company with a different source of revenue.

Rubin has said Fanatics serves approximately 140 million sports fans. But the company has an opportunity to expand as Rubin’s count puts the total number of sports fans around the world at 2 billion, according to Forbes.

Credit card issuers shouldn’t dismiss Fanatics’s move in the credit card industry as something the company won’t pursue aggressively. 

Fanatics recently unveiled the launch of a new studio, with the help of Aaron Donald and Tom Brady, that will produce programming centering on sports and culture. And the company also operates in the online sports betting sphere.

The CEO of Fanatics says the company already serves close to 140 million sports fans around the world.

“Any time we enter a new category, the question is: what are you going to do better for fans,” Rubin said. “We won’t get into any business unless we think we can improve it for the customer and build a $1 billion profit business.”

Sports fans who are already customers of Fanatics may opt to open one of the company’s credit cards when they’re available. And Fanatics may gain substantial business from consumers who care more about sport-related perks from a credit card than access to airport lounges or earning miles.

Rubin and his team haven’t offered many details about the benefits the credit card will come with. But the CEO did say the card will integrate with the company’s ecosystem and its rewards will tie to betting, merchandise, and tickets.

“I think it’s going to be a game changer,” Rubin claimed in relation to the launch of the Fanatics card. “There’s never been a credit card that a sports fan can actually care about.”