With the new NFL season around the corner, the league has announced a partnership with Fanatics Betting and Gaming as its latest non-exclusive sportsbook and casino partner. Under this arrangement, Fanatics Sportsbook is now recognized as an official sports betting partner, while Fanatics Casino is designated as an official online casino partner. This agreement, which spans multiple years, grants Fanatics access to utilize the NFL’s intellectual property, including trademarks associated with the league, teams, and events like the Super Bowl and NFL Draft. Additionally, Fanatics Sportsbook will gain access to official data from the NFL through the league’s exclusive data distributor, Genius Sports.
Neither the NFL nor Fanatics disclosed any financial specifics regarding the partnership.
This agreement not only solidifies Fanatics’ presence in the NFL but also elevates its profile in the competitive sports betting market, where it now rivals established names like FanDuel and DraftKings. Fanatics has previously partnered with major sports teams in the realm of real-money gaming, but this collaboration marks its most significant partnership in the sports sector. The deal allows Fanatics to advertise its offerings during NFL broadcasts, engage in media sponsorships with the league’s partners, and be part of hospitality and fan experiences at NFL events.
The non-exclusive nature of the deal opens the door for the NFL to engage with additional gambling partners in the future. This follows the league’s prior multi-year collaborations with Caesars, DraftKings, and FanDuel, which have since expired without renewals. Reports indicate that while the NFL is in negotiations with DraftKings and FanDuel, Caesars is unlikely to seek another partnership.
As the league reshapes its gambling affiliations, potential opportunities with prediction markets may emerge. Other leagues, like the NHL and MLB, have formed partnerships with prominent prediction market platforms. In contrast, the NFL has taken a more cautious approach, maintaining a distance from these platforms due to ongoing regulatory and legal uncertainties. In December, NFL Commissioner Roger Goodell expressed the league’s intention to tread carefully in this area, prioritizing brand integrity and safety before exploring such collaborations.
Recently, the NFL voiced its concerns regarding prediction markets in a comment submitted to the Commodity Futures Trading Commission (CFTC), criticizing a proposed rule that it believes inadequately addresses risks like market manipulation. The NFL suggested improvements to enhance consumer protection and mitigate concerns. Mark Locke, CEO of Genius Sports, echoed this sentiment, stating that it would be unlikely for the NFL to pursue partnerships with prediction market companies before the 2026 season.
