Fanatics is expanding its extensive relationship with the NFL into sports betting and online casino through a new multi-year partnership.
Fanatics Sportsbook will become an official sports betting partner of the NFL, while Fanatics Casino will become an official online casino partner, according to a company spokesperson.
A formal announcement is expected before the NFL regular season kicks off in less than three weeks. It comes after the league’s previous sportsbook partnerships with Caesars, DraftKings and FanDuel expired earlier this year.
Financial terms were not disclosed.
NFL adds a sports betting partner
The non-exclusive agreement gives Fanatics access to NFL media inventory, including in-game advertising and sponsorship opportunities with the league’s media partners.
The company will also receive access to NFL hospitality and premium fan experiences, including Super Bowl assets and VIP experiences at other marquee league events.
Fanatics is currently the NFL’s only official sports betting and online casino partner, though the non-exclusive agreement allows the league to add others. Caesars, DraftKings and FanDuel became the NFL’s first official U.S. sportsbook partners in 2021, when the league opened the sponsorship category following the expansion of legal sports betting.
Those agreements expired earlier this year without renewals. The NFL said at the time that negotiations remained ongoing, while discussions with FanDuel and DraftKings had reportedly become complicated by the rising cost of official streaming data supplied by Genius Sports.
Fanatics, NFL already have deep ties
Fanatics already serves as the NFL’s official e-commerce partner and operates e-commerce businesses for 29 of the league’s 32 teams, along with in-venue retail for 16 teams.
The companies expanded those ties again in April through an exclusive, multi-year agreement making Fanatics the NFL’s official on-site retail partner for marquee events.
That arrangement covers the Super Bowl, NFL Draft, NFL Kickoff, international games, NFL Scouting Combine and Pro Bowl Games, among other league events. The latest agreement brings Fanatics’ rapidly growing gambling business into that league-wide relationship for the first time.
Fanatics launched its first retail sportsbook in 2023 at the Washington Commanders‘ stadium in Maryland before expanding nationally through its acquisition of PointsBet’s U.S. operations. It has since grown into one of the largest U.S. sports betting operators behind FanDuel and DraftKings, servicing customers in 22 States and Washington D.C.
