Reports last week claimed that Fanatics had agreed a source code deal with Amelco as part of its plans to build a sports betting product.
“There is no deal in place with Amelco,” the spokesperson said, however.
Fanatics, which raised $1.5bn in January this year at a $27bn valuation, has long been credited with an interest in expanding from sports memorabilia into a sports betting brand.
This bid was ultimately unsuccessful, however.
Instead, a FanDuel-led consortium comprising DraftKings, BetMGM and Bally Bet was recommended, as was Kambi’s other proposal – involving Caesars Sportsbook, PointsBet, Resorts World, Rush Street Interactive and Wynn Bet.
The business also created a betting and gaming division last year, led by Matt King – formerly chief executive of FanDuel – and is advertising more than 40 new roles in betting and igaming.
Another media brand seen as part of a new wave of operators, streaming provider Dazn, today announced it was to launch a betting product under the DAZNBet brand, in partnership with Pragmatic Group.