Bread Financial Holdings announced a new partnership with Academy Sports + Outdoors that will launch a myAcademy Rewards Mastercard® Credit Card and an enhanced loyalty program. Cardholders will receive 5% off everyday purchases at Academy and a 2% rewards rate on all other purchases, with rewards deposited directly into the myAcademy Rewards account for online, in‑app, or in‑store access.
The deal expands Bread’s retail partner portfolio to include a national sporting‑goods chain, reinforcing the company’s strategy to diversify its credit mix toward higher‑quality co‑brand and proprietary cards. Bread is also celebrating its 30th anniversary this year, underscoring the long‑term stability of its business model.
Bread’s Q4 2025 results—adjusted EPS of $2.07 versus a consensus of $0.40 and revenue of $975 million versus an estimate of $955.48 million—demonstrate the company’s strong earnings performance. The earnings beat was driven by disciplined cost control, operational leverage, and a favorable mix shift toward higher‑margin co‑brand cards. Management highlighted financial resilience, responsible growth, and prudent capital allocation as key factors behind the results, and the company has guided 2026 EPS to $2.79.
Academy Sports + Outdoors is using the partnership to deepen customer engagement and increase transaction volume. Executive Vice President and Chief Customer Officer Chad Fox said, "At Academy, we believe fun should be for all, regardless of your budget. This year, we're doubling down on that promise with the relaunch of myAcademy Rewards, a loyalty program rebuilt for our customers…" The new program is part of Academy’s broader strategy to expand its omnichannel experience and e‑commerce reach.
The myAcademy Rewards Mastercard is built on Bread’s unified SDK and API suite, enabling seamless integration across Academy’s digital and physical channels. This technology partnership showcases Bread’s positioning as a tech‑forward financial services provider and highlights its ability to deliver a frictionless, rewards‑centric experience.
Investors have responded positively to Bread’s recent earnings beat and the announcement of the Academy partnership, citing the company’s strong financial performance, disciplined cost management, and strategic focus on high‑quality co‑brand cards as key drivers of confidence in Bread’s growth trajectory.
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