As the 2026-27 NFL season approaches, Fanatics Betting and Gaming is gearing up for a pivotal period in the online betting landscape. The rise of prediction markets has sparked a renewed focus on cross-channel strategies, with major operators exploring innovative ways to acquire and keep customers at lower costs. In this competitive environment, Fanatics and its key competitors are looking to engage sports fans through new “super app” platforms. The battle for market share intensified over the summer as predictions began to reshape industry dynamics. Recently, Fanatics secured an official sports betting partnership with the NFL, marking a significant milestone for the company.
This partnership gives Fanatics access to valuable NFL media inventory, including in-game advertising and sponsorships with the league’s media partners. Moreover, Fanatics Sportsbook and Fanatics Casino are set to benefit from enhanced NFL hospitality and fan experiences, which include access to Super Bowl assets and VIP opportunities at major league events. While the exact terms of the deal remain undisclosed, the partnership builds on an existing multi-year agreement made in April, when Fanatics became the NFL’s official on-site retail partner.
Gary Gertzog, Fanatics’ president of business affairs, stated, “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.”
The NFL plans to hold a record nine regular-season games internationally this season, including a historic Week 1 game between the Los Angeles Rams and the San Francisco 49ers in Melbourne, marking the league’s first regular season game in Australia. Additional games are scheduled in Brazil, France, Spain, Germany, Mexico, and the UK over the course of the season.
On the same day as the partnership announcement, NFL Commissioner Roger Goodell discussed the league’s international plans, indicating expectations for an NFL franchise to eventually operate outside the United States. Goodell suggested that, while historically every Super Bowl has been held in the US, an international city could potentially host the event if it procures a franchise.
Fanatics is also pursuing international opportunities. Earlier this year, it was reported that the company entered into a joint venture with Momentum Group, the UAE’s first licensed gaming company. The UAE's current regulatory framework allows for one sports wagering license per Emirate, and while Fanatics has not provided a timeline for launching online sports wagering in this market, interest remains high.
Fanatics Sportsbook, which debuted in 2024 following the acquisition of PointsBet US assets, has yet to expand its operations into Europe. In April, CEO Michael Rubin attended the CAA World Congress of Sports and estimated that Fanatics would generate approximately $3 billion in NFL-related sales this year, though he refrained from discussing the potential for gambling expansion beyond the US. Rubin acknowledged that Fanatics currently ranks as a “distant third” in online sports betting compared to FanDuel and DraftKings.
With the new season on the horizon, the Rams are currently viewed as frontrunners for Super Bowl LXI, while they prepare for their upcoming match against the Niners in Australia, set to take place after the Seattle Seahawks kick off the season with a rematch against the New England Patriots. Fanatics is optimistic that the NFL's international expansion will enhance its operations across various divisions.
Gertzog commented, “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 provide comments on the recent partnership, and the NFL has yet to issue an official statement regarding the agreement. The season will conclude at SoFi Stadium, which will host the Super Bowl for the second time in February. Given California's ban on sports betting, it is anticipated that prediction market volumes for the Super Bowl may soar, with over $1 billion already traded on Kalshi for Super Bowl 60. Last December, Fanatics established a predictions division, called Fanatics Markets.
In April 2021, the NFL entered into separate betting partnerships with Caesars, FanDuel, and DraftKings, all of which concluded this spring. It remains uncertain whether any of those companies will seek new agreements with the league. While various MLB teams have aligned with prediction markets, the NFL and its franchises have yet to partner with a company in that domain.
