With the start of the 2026-27 NFL season approaching, Fanatics Betting and Gaming is readying itself for a pivotal period in online sports betting. Recent interest in prediction markets has intensified efforts among leading companies to creatively attract and retain customers at minimal costs. As competition heats up, Fanatics and its competitors are devising strategies to engage sports fans through innovative "super app" platforms.
On Tuesday, Fanatics secured an official sports betting partnership with the NFL, a significant milestone for the company as it seeks to enhance its offerings. This partnership grants Fanatics access to exclusive NFL media placements, including in-game advertising and sponsorship opportunities with the league's media partners. Additionally, both Fanatics Sportsbook and Fanatics Casino will enjoy perks related to NFL hospitality and premium experiences, including Super Bowl assets and VIP access at key league events. The specifics of the agreement have not been revealed.
Earlier this year, in April, Fanatics agreed to a multi-year partnership with the NFL that designated Fanatics as the league’s official on-site retail partner. Gary Gertzog, president of business affairs at Fanatics, emphasized the collaborative nature of 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."
This season, the NFL will host a record nine regular-season games outside the United States, highlighting its ambition for international growth. A significant moment will occur in Week 1 when the Los Angeles Rams face off against the San Francisco 49ers in Melbourne, marking the NFL's inaugural regular season game in Australia. Other international matches are scheduled in Brazil, France, Spain, Germany, Mexico, and the UK.
During the announcement, reports emerged regarding NFL Commissioner Roger Goodell's long-term ambitions to expand the league internationally. In an interview with German outlet RTL/ntv, Goodell articulated his vision for the NFL to eventually have a franchise outside the U.S. He mentioned the possibility of an international city hosting a Super Bowl if it were to secure a franchise.
Fanatics is also exploring international markets, as indicated by its partnership with the Momentum Group, the first gaming licensee in the United Arab Emirates. Under the current regulations in the UAE, only one sports wagering licensee is permitted per Emirate. Fanatics has not released any specific timeline for launching its online sports betting operations in that region.
The company's sports betting segment made its debut in 2024 after acquiring assets from PointsBet US. Despite its growth, Fanatics has not indicated immediate plans to expand sports betting into Europe. In April, CEO Michael Rubin spoke at the CAA World Congress of Sports, where he estimated that the company would generate around $3 billion from NFL-related sales this year. However, he refrained from commenting on future expansion in gambling outside of the U.S., acknowledging that Fanatics remains "a distant third" in online sports betting behind FanDuel and DraftKings.
As the season approaches, the Rams are favored to win Super Bowl LXI after a challenging previous season. They will face the Niners in Australia, just after the Seattle Seahawks play against the New England Patriots in a Super Bowl rematch. The NFL's growing international reach could prove beneficial for Fanatics in multiple areas.
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."
There has been no announcement from the NFL or Fanatics regarding the sports betting partnership. The upcoming NFL season will culminate in February at SoFi Stadium, which will host the Super Bowl for the second time. Given that sports betting is illegal in California, trading volumes on prediction markets for the Super Bowl could be exceptionally high. Trading volume on Kalshi for Super Bowl 60 surpassed $1 billion. Last December, Fanatics launched Fanatics Markets, its own predictions platform.
In April 2021, the NFL inked sports betting deals with Caesars, FanDuel, and DraftKings, which all expired this spring. The future of these partnerships remains uncertain, as the NFL and its teams have not yet established connections with prediction market companies, despite several MLB clubs doing so.
