Fanatics on Thursday launched its “Fanatics Town Hall” brand campaign featuring actor Luke Wilson and other celebrities, just ahead of the start of football season.
Key Takeaways
- The campaign shows real-life fans at a town hall meeting discussing why they love sports.
- Fanatics highlights FanCash, its loyalty rewards program that can be earned and redeemed across its products and betting platforms.
- Fanatics was named one of the NFL’s three commercial partners for the 2026 season Thursday.
Joining the “Legally Blonde” and “Old School” actor as the campaign's headliners are NFL legend Calvin Johnson and social media personality and former gymnast Livvy Dunne.
The campaign begins with an ad showing a group of individuals gathered for a town hall meeting in front of a Fanatics-themed stage with all 32 NFL teams’ logos emblazoned on a backdrop. Attendees stand one by one to testify about their sports interests, from jerseys and trading cards to seating at games. Wilson reveals that fans can earn FanCash through their transactions at Fanatics.
“‘Fanatics Town Hall' started with a simple insight: fans give everything to the teams they love, and they deserve to be celebrated for it,” said Selena Kalvaria, chief marketing officer of the Fanatics App. “So we built a world where fandom itself gets rewarded and gave it a leader to channel the incredible energy of NFL fans. Luke, leading a town hall of fans, alongside legends like Calvin and stars like Livvy, lets us showcase the World of Fanatics story the way fans actually experience it: as a community.”
The individuals present at the town hall are real fans who were sourced from Fanatics’ Fan Advisory Network, a community for fans to share ideas and interact with Fanatics and other members.
We’re excited to officially launch the Fan Advisory Network.
— Fanatics (@Fanatics) April 29, 2026
We interact with fans every day and those conversations will continue to always be a big part of how we listen and evolve.
The Fan Advisory Network is about building on that, creating another way to connect through… pic.twitter.com/k877pBlMmk
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Putting fans first
FanCash is a form of loyalty currency that can be earned through purchases and wagers at Fanatics. FanCash can be earned and used across a variety of products and services, including collectibles, sports wagering, casino play, and memorabilia purchases.
“What drew me to this was the simple idea at the center of it: fans put more into sports than anybody, and this campaign is about recognizing that,” said Wilson. “Fanatics rewards fans for being fans. That's why I wanted to be part of it.”
Dunne has previously featured in Fanatics campaigns, including a recurring “Explained by Livvy Dunne” series. The recurring 30-second “Explained by Livvy Dunne” videos highlight different ways to play on Fanatics, ongoing promotions, and FanCash opportunities.
The campaign will be streamed on digital, social, and additional channels. Fans can earn FanCash through merchandise purchases on the Fanatics app or through Topps.com and can also earn through promotions and special events.
Targeting football season
The reveal of Fanatics’ campaign comes just two days before the college football season begins with Week 0. The first matchup of the year will see North Carolina face TCU at Aviva Stadium in Dublin, Ireland.
The NFL season begins Sept. 9 with a Super Bowl rematch between the New England Patriots and Seattle Seahawks.
Fanatics was also unveiled Thursday as one of the NFL’s three commercial partners for the 2026 season, alongside FanDuel and DraftKings.
