Fanatics has launched a new season-long NFL campaign featuring actor Luke Wilson and NFL legend Calvin Johnson, along with social media star Livvy Dunne. Known as “Fanatics Town Hall,” the campaign will promote the Fanatics App and FanCash throughout the 2026 NFL season. The goal is for Fanatics to connect more of its sports products and services through its rewards program.
The campaign is designed to promote FanCash as the main rewards currency across the Fanatics ecosystem. Users can earn FanCash at Fanatics Sportsbook and then use it on different items. This includes team merchandise, tickets, trading cards, and live events.
The Fanatics App serves as the main hub for that system. It brings together shopping, games, collectibles, and FanCash in one place, giving Fanatics a way to connect several key features through its integrated rewards program.
The campaign’s main ad features Luke Wilson leading a fictional Fanatics town hall alongside Calvin Johnson and Livvy Dunne. The spot focuses on different types of sports fans, including collectors and merchandise buyers. It presents FanCash as a reward for the money and time they already spend following their teams.
Fanatics also included real users from its Fan Advisory Network, a fan community they launched earlier this year to gather feedback from its users and keep them involved in marketing.
Luke Wilson said the idea appealed to him because the campaign recognizes how much fans put into sports, stating that “Fans put more into sports than anybody, and this campaign is about recognizing that.”
The Fanatics Town Hall campaign will run throughout the NFL season across streaming and social channels. Fanatics is also offering some first-time app users up to $50 in FanCash as part of the promotion.
FanCash has become the main way Fanatics can differentiate its sportsbook from competitors such as FanDuel, DraftKings, and bet365. While other sportsbooks have their own loyalty programs and promotions, Fanatics can connect its rewards program to a much broader sports business.
That is where the company’s position as a major sports merchandise retailer comes into play. Sportsbook users can earn FanCash through eligible betting activity. They can then use those rewards toward merchandise on Fanatics, including officially licensed jerseys, hats, and other team gear.
This gives Fanatics an opportunity to appeal to customers beyond simply offering promotions. Someone who already buys team merchandise or collects trading cards through Fanatics has another reason to use the company’s app.
Fanatics has emphasized that connection as it competes for market share in the U.S. sports betting industry. The new NFL campaign emphasizes that approach, using its merchandise business and relationships with sports fans to help build its audience.
The campaign also comes as Fanatics looks to expand into Ontario, Canada’s largest regulated online gambling market. Fanatics Sportsbook recently received an Ontario licence, bringing the company closer to launching in the province.
Once Fanatics finalizes approval for an Ontario launch, FanCash could help it stand out in a crowded market that already includes 40+ operators, such as FanDuel, DraftKings, bet365, and BetMGM.
