With the 2026-27 NFL season approaching, Fanatics Betting and Gaming is preparing for a pivotal year in the online betting sector. Recent developments in prediction markets have heightened the focus on cross-channel strategies, as operators look for innovative ways to acquire and retain customers efficiently. Fanatics and its competitors are actively exploring methods to engage sports fans through new "super app" platforms, resulting in an intensified multi-billion dollar competition over the summer. On Tuesday, Fanatics achieved a significant milestone by announcing an official sports betting partnership with the NFL.
This partnership grants Fanatics access to valuable NFL media inventory, including in-game advertising and media sponsorships alongside the NFL’s media partners. Their divisions, Fanatics Sportsbook and Fanatics Casino, will also benefit from NFL hospitality and unique fan experiences, which feature exclusive Super Bowl assets, VIP access at key league events, and various fan engagement opportunities. The financial terms of this deal were not disclosed.
Earlier in April, Fanatics entered a multi-year agreement with the NFL, becoming the league's official on-site retail partner. Gary Gertzog, President of Business Affairs at Fanatics, expressed pride in the partnership, viewing it as a collaboration that reflects their growth and aspirations for the future.
On the international front, the NFL will be hosting nine regular-season games outside the U.S. this season, marking a record for the league. Opening week includes a matchup between the Los Angeles Rams and the San Francisco 49ers in Melbourne, Australia's inaugural regular-season NFL game. Other international locations for NFL games this season are Brazil, France, Spain, Germany, Mexico, and the UK.
Coinciding with this announcement, NFL Commissioner Roger Goodell spoke with German outlet RTL/ntv about the league's long-term plans for international expansion. He conveyed optimism about the eventual establishment of an NFL franchise outside the United States, suggesting that a foreign city could host a future Super Bowl if it secures a team.
Fanatics has also expressed its intention to extend its reach beyond U.S. borders. In June, the company revealed a joint venture with Momentum Group, which holds the UAE’s first gaming license. The regulatory framework allows for one sports wagering licensee per Emirate, but Fanatics has not yet set a timeline for launching online sports betting in the UAE.
Fanatics Sportsbook officially launched in 2024 following the acquisition of PointsBet US assets. Despite its advancements, the company has not indicated plans to expand its betting operations into Europe. Fanatics CEO Michael Rubin noted at the CAA World Congress of Sports that the company anticipates approximately $3 billion in NFL-related sales this year, although he remains cautious regarding the prospects for international betting expansion, acknowledging that Fanatics is currently a "distant third" behind FanDuel and DraftKings in online sports betting.
As the new season begins, the Rams emerge as the favorites to win Super Bowl LXI after last season's NFC Championship loss. The aforementioned match in Australia is scheduled the night after the Seattle Seahawks take on the New England Patriots in a Super Bowl rematch. This international expansion could benefit Fanatics across various divisions.
Gertzog reiterated the NFL's increasing reach, stating that the league's growth into new markets positions Fanatics ideally to enhance fan experiences during these significant sports events. The sports betting partnership has not yet resulted in comments from Rubin or an official statement from the NFL regarding the deal.
The Super Bowl will once again take place at SoFi Stadium in February, marking the venue's second hosting of the event. Despite California's prohibition on sports betting, prediction markets for the Super Bowl are expected to thrive, with trading volume on Kalshi alone exceeding $1 billion for Super Bowl 60. Fanatics introduced Fanatics Markets, a predictions platform, last December.
In April 2021, the NFL announced separate partnerships with Caesars, FanDuel, and DraftKings for sports betting, which all concluded this spring. It remains uncertain whether these companies will pursue renewed agreements with the league. While some MLB teams have aligned with prediction markets, the NFL and its franchises have yet to establish any partnerships in this area.
