Headquarters: New York, New York
Fanatics is building a leading global digital sports platform. The company ignites the passions of global sports fans and maximizes the presence and reach for hundreds of sports partners globally by offering innovative products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans, a global partner network with over 900 sports properties, including major national and international professional sports leagues, teams, players associations, athletes, celebrities, colleges, and college conferences, and over 2,000 retail locations, including its Lids retail business stores.
When Fanatics was established in 2011, the company was singularly focused on one core business – Fanatics Commerce, its leading designing and manufacturing business. Over the past several years, as Fanatics has worked towards achieving its mission of becoming the leading global digital sports platform and delivering increased value to its fans and partners, Fanatics has continued to expand its offerings.
In 2021, the Company established Fanatics Collectibles and Fanatics Betting and Gaming, and in 2023, Fanatics introduced Fanatics Live and Fanatics Events, which will be launching in 2024.
Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. Fanatics Commerce operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally.
Operating multi-channel commerce for the world's biggest sports brands, Fanatics offers the largest collection of timeless and timely merchandise whether shopping online, on a phone, in flagship stores, in stadiums, or on-site at the world's biggest sporting events.
In addition to e-commerce, the capabilities of Fanatics include omnichannel-integrated physical retail operations across a broad portfolio of flagship stores, team retail, and special events; international capabilities that provide a global sports retail platform; and an in-house merchandise and manufacturing division that is a licensed partner of professional and collegiate teams and helps fans express passion through a broad range of apparel and non-apparel products created under the Fanatics, Nike, Top of the World, Majestic, and WinCraft brands.
Through Fanatics’ innovative commerce capabilities and cutting-edge tech platform, the company has assembled one of the best databases of fans globally which is now being leveraged across the broader sports ecosystem to build new, large-scale digital sports businesses outside of merchandise.
Fanatics Collectibles is a leading licensor, producer, designer, and seller of physical and digital trading cards, sports memorabilia, and other digital assets for entertainment and sports properties globally, as well as a manufacturer of physical and digital trading cards.
Fanatics Collectibles has secured exclusive licensing arrangements with major national professional sports leagues, including the MLB, NFL, and the NBA, and related players associations, to produce physical and digital trading cards and other collectibles.
Fanatics Collectibles also has partnerships with a number of individual international sports teams and leagues, as well as owners of other entertainment properties granting similar exclusive rights.
Fanatics Betting & Gaming is building an online and retail (physical location) sports betting (“Sportsbook”) and online casino (“iGaming”) real-money wagering platform. Fanatics Betting and Gaming is taking a two-brand approach and is operating the Fanatics Sportsbook and PointsBet, a Fanatics Experience in the United States. With the two-brand strategy, Fanatics Betting and Gaming will have a portfolio of brands available in 16 legal sports betting states by the end of 2023 with more states scheduled in 2024.
The Fanatics Sportsbook is the most rewarding online sportsbook with up to 5% back in FanCash on every bet. The Fanatics Sportsbook makes being a fan easy with fast signup, easy betting, transparent withdrawals, live streaming, industry-leading search functionality, and a curated Discover page with the sports and bets that matter most to a customer.
The Fanatics Sportsbook app is now available for download on iOS and Android for sports fans living and visiting the states of Kentucky, Maryland, Massachusetts, Ohio, Tennessee, Virginia, and West Virginia.
Fanatics Casino is currently available online in West Virginia.
Fanatics Collectibles launched Fanatics Live in July of 2023, focusing on transforming the digital shopping experience through personality and community-driven live commerce, aka live shopping.
These unique shopping experiences will feature trading card “breaks,” limited edition merchandise and collectibles drops, and on-location streams featuring high-profile athletes and entertainers, all powered through a best-in-class app experience.
Fanatics Events will be the largest and most exciting network of sports and collector fan events around the world, through a new strategic partnership with IMG. For the first time, Fanatics’ fans will have the opportunity to come together in person to celebrate all aspects of fandom – collectibles, memorabilia, fashion, music, and entertainment – and partake in truly unique experiences that only Fanatics can deliver.
Fanatics Events will start by focusing on the collectibles space, putting a fresh spin on the biggest card shows and collectible gatherings, and then expand beyond collectibles to create brand new experiences focused on celebrating the shared cultures of sports and entertainment by bringing together top-tier athletes, the biggest acts in music, and the most influential brands in popular culture.
Fanatics possesses an innovative B2C vertical commerce business model that allows the company to quickly design, manufacture, and distribute high-quality fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods to sports fans all around the world.
While its commerce business remains its biggest source of revenue, Fanatics has expanded into several new product offerings by growing organically and through acquisitions. These new product offerings are already generating additional revenue streams.
Fanatics recently expanded into the global sports gambling market and believes it can use its consumer database of 90 million sports fans to its advantage in the online sportsbook gaming market, eventually rivaling U.S. giants FanDuel and DraftKings.
CEO Michael Rubin recently told the Sports Business Journal’s World Congress of Sports Conference that sports betting and Fanatics’ other business segments could achieve $8 billion in annual profit in the next decade.
Following the company’s latest financing round in December 2022, Reuters reported that Fanatics ended 2022 with more than $2 billion in cash and is expected to generate $8 billion in revenue in 2023.
In January 2022, Fanatics completed its acquisition of Topps trading cards, the preeminent licensed trading card brand that has serviced collectors, fans, and retailers for more than 70 years. The acquisition of Topps’ sports & entertainment division included all parts of its iconic worldwide trading cards and collectibles business - both the physical and digital divisions - which sells in more than 100 countries and has physical operations in 10 countries, including the UK, Germany, Brazil, Italy, and Japan.
In February 2022, Fanatics teamed up with a host of celebrities, including the rapper Jay-Z and the D’Amelio family of TikTok fame, to buy the brand merchandising company Mitchell & Ness to expand its sports merchandise empire. According to The New York Times, Mitchell & Ness made approximately $70 million in profit off approximately $350 million in revenue in 2021.
In May 2023, Fanatics agreed to acquire the U.S. operations of PointsBet, marking the sports giant’s first major leap into U.S. sports betting. The deal is worth approximately $150 million in cash and gives Fanatics access to at least 15 states to begin operations.
In August 2023, Fanatics Betting and Gaming closed on the first eight states in its previously announced acquisition of the U.S. businesses of PointsBet USA. The acquisition transforms Fanatics Betting and Gaming into a premier online gaming operator with proven products in sports betting and iCasino.
In June 2023, CNBC reported that Fanatics held its second investor day in nearly a year as the company quietly moves closer to an initial public offering, according to a source familiar with the matter. More than 100 existing and prospective institutional investors from major firms such as Goldman Sachs and Barclays gathered for the meeting, and another 300 people attended the meeting virtually on Zoom.
In July 2023, Nike and Fanatics signed a long-term deal to design and manufacture collegiate sports apparel, sharing the rights to serve a number of major universities. As part of the arrangement, Fanatics will make Nike-branded shirts, replica jerseys, and other gear for all genders, while Nike focuses on its in-game products for the players.