As the 2026-27 NFL season approaches, Fanatics Betting and Gaming is poised for a significant season in the online betting arena. The recent rise of prediction markets has intensified competition among leading operators, driving them to adopt innovative strategies for customer acquisition and retention. Amidst this competitive landscape, Fanatics secured a notable achievement by announcing an official sports betting partnership with the NFL.
This partnership allows Fanatics to access premium NFL media inventory, which includes in-game advertising and media sponsorships from the league's media partners. Additionally, Fanatics Sportsbook and Fanatics Casino will benefit from NFL hospitality offerings and premium fan experiences, including assets related to the Super Bowl and VIP experiences at significant league events. The specifics of the deal were not disclosed.
Earlier this year, Fanatics and the NFL entered a multi-year agreement that made Fanatics the official on-site retail partner of the league.
Gary Gertzog, Fanatics’ president of business affairs, expressed optimism about the partnership, stating, "Fanatics and the NFL have built a truly collaborative, cross-functional business together, and this partnership is a testament to that growth and a look to the future."
Looking internationally, the NFL plans to host a record nine regular-season games outside the United States this season. Highlights include a Week 1 matchup between the Los Angeles Rams and the San Francisco 49ers in Melbourne, marking the NFL’s first game in Australia. Other countries hosting games include Brazil, France, Spain, Germany, Mexico, and the UK.
This announcement coincides with NFL Commissioner Roger Goodell’s comments on the league’s objective of international expansion. In an interview with German media, Goodell suggested that an NFL franchise could eventually be established outside the U.S., potentially giving a foreign city a chance to host a Super Bowl in the future.
Fanatics is also eyeing opportunities outside the U.S. Earlier this year, reports highlighted a joint venture between Fanatics and Momentum Group, the first gaming licensee in the UAE. The UAE's regulatory framework only permits one sports wagering licensee per Emirate. However, Fanatics has not shared a timeline for launching online sports wagering in the UAE.
Fanatics Sportsbook officially launched in 2024 after the company acquired PointsBet US assets. Despite this progress, there has been no indication of plans to expand operations into Europe. At a recent sports conference, Fanatics CEO Michael Rubin estimated that the company would generate about $3 billion in NFL-related sales this year but avoided questions regarding potential international gambling expansion, acknowledging that Fanatics is currently a "distant third" in the online sports betting market, trailing behind FanDuel and DraftKings.
In terms of preseason expectations, following a disappointing loss in the NFC Championship last year, the Rams are currently the favorites to win Super Bowl LXI. Their matchup against the 49ers in Australia will occur shortly after the Seattle Seahawks face the New England Patriots in a rematch of a Super Bowl. The NFL's international efforts could enhance Fanatics’ reach across different markets.
Gertzog noted, "The league is reaching more fans across more countries each year, and we believe that our global scale and expertise in merchandising and retail operations set us up perfectly to super-serve the fan experience across these coveted, marquee sports moments."
Rubin did not offer any comments regarding the sports betting partnership, and the NFL has yet to release an official statement on the agreement.
The NFL season is set to culminate in February at SoFi Stadium, which will host the Super Bowl for the second time. With sports betting remaining illegal in California, prediction market volumes for the Super Bowl could experience significant growth. For example, trading volume on Kalshi alone exceeded $1 billion for Super Bowl 60. Last December, Fanatics launched its predictions platform, Fanatics Markets.
In April 2021, the NFL announced separate sports betting deals with Caesars, FanDuel, and DraftKings, all of which expired earlier this spring. It remains uncertain if these companies plan to negotiate new agreements with the league. Unlike several MLB teams that have partnered with prediction market companies, the NFL and its franchises have not yet established similar partnerships.
