As the 2026-27 NFL season approaches, Fanatics Betting and Gaming is poised for a significant year in online sports betting. Recently, the rise of prediction markets has prompted operators to innovate their customer acquisition and retention strategies. Fanatics and its competitors are particularly focused on enhancing engagement with sports fans through new "super app" platforms. This summer has seen fierce competition in this multibillion-dollar landscape, and on Tuesday, Fanatics made headlines with the announcement of its official sports betting partnership with the NFL.
This partnership grants Fanatics access to valuable NFL media inventory, which includes in-game advertising and media sponsorships partnered with the league's media affiliates. Both Fanatics Sportsbook and Fanatics Casino will benefit from this collaboration, gaining privileges such as NFL hospitality and exclusive fan experiences, including Super Bowl assets, VIP access at major league events, and various fan engagement opportunities. The details of the deal’s terms have not been disclosed.
In April, Fanatics solidified its relationship with the NFL by becoming the league's official on-site retail partner in a multi-year agreement.
"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," remarked Gary Gertzog, Fanatics’ president of business affairs.
As the NFL prepares for a record-setting nine regular-season games internationally this season, including the first-ever regular season game in Australia between the Los Angeles Rams and the San Francisco 49ers, the landscape for sports betting may shift globally. The league will also host games in Brazil, France, Spain, Germany, Mexico, and the UK throughout the upcoming season.
Coinciding with this announcement, NFL Commissioner Roger Goodell shared insights on his vision for expanding the league internationally in a conversation with German outlet RTL/ntv. Goodell indicated that an NFL franchise could eventually be established outside the United States, envisioning a potential international city capable of hosting a Super Bowl.
Fanatics has also shown interest in international expansion. In June, it formed a joint venture with Momentum Group, marking the UAE's first gaming licensee. Currently, the regulatory framework in the UAE allows for only one sports wagering licensee per Emirate, and Fanatics has not yet disclosed when it plans to initiate online sports betting there.
Fanatics Sportsbook debuted in 2024 following its acquisition of PointsBet US assets. Despite the growing interest in international ventures, there has been no indication from Fanatics about expanding its sports betting operations into Europe. CEO Michael Rubin has acknowledged this competition, noting at the CAA World Congress of Sports that while Fanatics expects to generate approximately $3 billion in NFL-related sales this year, it currently ranks as a "distant third" in the online sports betting sector, trailing behind FanDuel and DraftKings.
As the NFL season nears, the Rams are emerging as the favorites to win Super Bowl LXI, facing off against the Niners in Australia. This international expansion could yield substantial benefits for Fanatics in various divisions, especially as more fans are reached globally. Gertzog stated, "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 has not commented on the new sports betting partnership, and the NFL has yet to release an official statement regarding the deal.
The NFL's season will culminate at SoFi Stadium in February, marking the second time this venue has hosted the Super Bowl. With sports betting still prohibited in California, trading volumes for the Super Bowl on prediction markets could soar; for example, trading volume on Kalshi for Super Bowl 60 exceeded $1 billion. Fanatics Markets, a branch launched by the company in December, focuses on such predictions.
In April 2021, the NFL announced partnerships with Caesars, FanDuel, and DraftKings for sports betting, all of which expired this spring. It remains uncertain if any of these sportsbooks plan to renew their agreements with the league. Although several Major League Baseball teams have aligned with prediction markets, the NFL has yet to forge such partnerships in that arena.
