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#347: From Fans to Fanatics with Doug Glazer of Fanatics

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By: Wise Marketer Staff |

Posted on March 2, 2023

Today’s episode explores the connection between fans, especially sports fans, and Fanatics the company, which in the last decade has grown from a modest e-commerce retailer into one of the most influential and innovative companies in sports.

Through hundreds of sites and dozens of retail locations, Fanatics offers the broadest assortment of fan merchandise and memorabilia worldwide, and has amassed a database of nearly 100 million fans that it will leverage as it expands into collectibles – Fanatics now owns the venerable Topps brand and is entering the hyper-competitive sports betting market.

Doug Glazer, Fanatics VP of Loyalty and Gift Cards, shares his insights as the lead for Fanatics’ enterprise loyalty initiatives, and also looks back on his experience at Nordstrom and Amazon, where he worked on Prime in its earliest years.

It’s fitting for a loyalty discussion, and no coincidence, that Doug is based in Seattle, home of some of the most customer-obsessed companies in the world.