Fueling Fan Passion: How Fanatics Creates Emotional Engagement and Customer Loyalty

The emotional bonds sports fans form with “their” teams are strong and enduring. Fanatics, the global leader in officially licensed sports merchandise, is uniquely positioned to serve the insatiable real-time appetite of fans worldwide with the broadest online assortment of apparel, merchandise, and collectibles. 

It may seem obvious that the passion for their teams that fans bring to their hunt for the right gear gives Fanatics a unique opportunity to engage with its customers emotionally, but it wasn’t always so. Almost three years ago, Fanatics started on a journey to redefine its brand and its business, and for the first time in its almost 20 year history, put the focus where it belongs – on the fans.

But as every marketer knows, creating authentic connections and relevant, personalized experiences is hard. To begin the journey, Fanatics had to be willing to rethink almost every aspect of its business.

Join Doug Glazer, Fanatics’ Director of Customer Loyalty, as he discusses how today Fanatics creates emotional engagement and builds customer loyalty with millions of sports fans around the world. Key takeaways from this session will include:

- How to create a customer-first culture

- Why the challenges of sports marketing should inspire an agile mindset

- Why building marketing around the customer is so important

- How a loyalty program can be used to create emotional engagement


Doug Glazer, Director, Customer Loyalty, Fanatics

Doug joined Fanatics in 2015 to build Fanatics Rewards, the company’s underutilized loyalty program, into the best loyalty program for sports fans anywhere. Prior to Fanatics, Doug spent 20 years developing and growing industry-leading loyalty and membership programs for some of the most admired national brands, including Nordstrom, Amazon, and TIME. Doug earned a master’s degree from Syracuse University, and an MBA from NYU. He lives in Seattle, WA with his wife and three kids.


Agenda Overview

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