Fanatics inks NFL official sports betting partnership ahead of new season

As the start of the 2026-27 NFL season nears, Fanatics Betting and Gaming is eagerly anticipating a critical season for the online betting segment.

The emergence of prediction markets in recent months has placed a renewed emphasis on cross-channelisation, as leading operators have sought innovative means to acquire and retain customers at a low cost. Moreover, Fanatics and its main rivals are searching for ways to engage sports fans across multiple channels through new “super app” platforms. The multibillion-dollar war has ramped up over the summer, as predictions continue to tilt the playing field. On Tuesday, Fanatics notched a feather in its cap with the announcement of an official sports betting partnership with the NFL.

For Fanatics, the partnership unlocks access to premium NFL media inventory, including in-game advertising and media sponsorships with the NFL’s media partners. Two divisions, Fanatics Sportsbook and Fanatics Casino, will also gain access to NFL hospitality and premium fan experiences, featuring Super Bowl assets, VIP experiences at marquee league events, and other fan engagement opportunities, according to the company. Terms of the deal were not disclosed.

In April, Fanatics and the NFL entered into a multi-year deal under which Fanatics became the league’s official on-site retail partner.

“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,” said Gary Gertzog, who serves as Fanatics’ president of business affairs. 

International aspirations?

The NFL will hold nine regular-season games this season on international soil, the most on record in league history. The slate includes a Week 1 match-up between the Los Angeles Rams and San Francisco 49ers in Melbourne, the NFL’s first-ever regular season game in Australia. In addition, the NFL will host games in Brazil, France, Spain, Germany, Mexico and the UK during the upcoming season.

Fanatics made the announcement on the same day that reports surfaced on NFL Commissioner Roger Goodell’s long-term intentions for the league’s international expansion plans. Speaking with German outlet RTL/ntv, Goodell said he expects an NFL franchise to eventually be located outside of the US. While every Super Bowl in NFL history has been played on US soil, Goodell indicated that an international city could host the event if one lands a franchise.

For its part, Fanatics has also been cognizant of expanding beyond US borders. In June, iGB broke an exclusive story on Fanatics’ joint venture with Momentum Group, the United Arab Emirates’ (UAE) first gaming licensee. The current regulatory framework in the UAE allows for one sports wagering licensee per Emirate. Fanatics has not disclosed a timeframe for when it plans to launch online sports wagering in the market.

Fanatics Sportsbook launched in 2024 after the company closed its acquisition of PointsBet US’ assets. Still, Fanatics has shown no signs of expanding its sports betting operations into Europe. In April, Fanatics CEO Michael Rubin made an appearance at the CAA World Congress of Sports.

While Rubin told the audience that he expects Fanatics will gross about $3 billion in NFL-related sales this year, he sidestepped questions on gambling expansion outside of the US. Rubin admitted that Fanatics is still a “distant third” in the online sports betting race, behind FanDuel and DraftKings.

The season nears

One season after a stinging defeat in the NFC Championship, the Rams have emerged as the overwhelming favourite to win Super Bowl LXI. The Rams will take on the Niners in Australia, one night after the Seattle Seahawks open the season with a Super Bowl rematch against the New England Patriots. The NFL’s international expansion may pay dividends for Fanatics across multiple divisions.

“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,” said Fanatics’ Gertzog.

Rubin did not comment on the sports betting partnership and the NFL has not yet released a statement on the deal.

The NFL season will culminate in February at SoFi Stadium when the Los Angeles venue hosts the Super Bowl for the second time. Since sports betting remains illegal in California, Super Bowl volumes on prediction markets could flourish. On Kalshi, alone, trading volume for Super Bowl 60 surpassed $1 billion. Fanatics launched a predictions arm, Fanatics Markets, last December.

In April 2021, the NFL announced separate sports betting partnerships with Caesars, FanDuel and DraftKings. The partnerships with the three sportsbooks all expired this spring. It is unclear if any of those companies intend to sign a new agreement with the league. While several MLB clubs have partnerships with prediction markets, the NFL and its teams have yet to partner with a company in the space.