Guide to the Sports Merchandise Domain: An Overview of Companies Owned by Fanatics
Fanatics Expands into Sports Betting and iGaming Markets
Fanatics, a leading sports merchandise company, has made a significant move into the online and retail sports betting market. This foray into the sports betting and iGaming industry is part of the company's strategy to expand its footprint, as demonstrated by its recent acquisition of PointsBet's US businesses [1].
Fanatics Betting & Gaming, the division dedicated to this new venture, has been actively expanding across the U.S. in 2025. As of early August 2025, the company operates in 24 states/jurisdictions, with a recent addition being Missouri, where it will launch sports betting operations by December 1, 2025 [1]. In Missouri, Fanatics aims to hold both land-based and mobile sportsbook licenses, competing against established operators like FanDuel and DraftKings [1].
In addition to sports betting, Fanatics has also launched its Fanatics Casino product earlier in 2025. The casino offers WWE-themed online casino games through a multi-year licensing deal with WWE. These games are available in Michigan, New Jersey, Pennsylvania, and West Virginia, with a launch timed to coincide with WWE SummerSlam in early August 2025 [2]. Fanatics Casino continues to expand alongside its sportsbook offerings in several states [3].
The company's sportsbook app and platform are highly rated on app stores, and it offers competitive bonuses such as “Bet $30, Get $300” in select states [3][4][5]. Fanatics remains active with promotions, partnerships, and the opening or closing of retail sportsbook locations.
As Fanatics solidifies its position as a major player in both sports betting and iGaming, it continues to engage in community initiatives that uplift sportsmanship and camaraderie among sports fans. Despite remaining privately held, Fanatics has attracted significant investment from SoftBank, Silver Lake Partners, Insight Venture Partners, and Andreessen Horowitz.
Fanatics' success is due in part to its personalized merchandising approach using data analytics. The company has redefined the trading card industry through the acquisition of Topps, a historic sports card brand. Fanatics boasts a diverse portfolio of businesses, including Fanatics Commerce and Fanatics Collectibles, which enriches the sports fan culture by providing a platform for official merchandise across various leagues and teams.
During major sports events, Fanatics offers timely and exclusive merchandise through pop-up shops and exclusive Fanatics events. The company has also established itself in online gaming and sports wagering through strategic acquisitions and platform launches, positioning itself for a multi-state presence and diversified online casino and sports gambling offerings.
[1] https://www.reuters.com/business/retail-consumer/fanatics-secures-us-businesses-australias-pointsbet-2021-10-20/ [2] https://www.globenewswire.com/news-release/2021/07/12/2283530/0/en/Fanatics-Casino-Joins-WWE-Announces-Launch-of-WWE-Themed-Online-Casino-Games.html [3] https://www.globenewswire.com/news-release/2021/09/22/2319020/0/en/Fanatics-Sportsbook-Expands-Footprint-in-Sports-Betting-and-iGaming-Markets.html [4] https://www.globenewswire.com/news-release/2021/08/25/2315363/0/en/Fanatics-Sportsbook-Partners-with-MLBPA-and-Washington-Spirit.html [5] https://www.globenewswire.com/news-release/2021/10/13/2322535/0/en/Fanatics-Sportsbook-App-Rated-Top-in-Sports-Betting-Category-on-App-Stores.html
- The expansion of Fanatics into the sports betting and iGaming markets is financially backed by significant investments from SoftBank, Silver Lake Partners, Insight Venture Partners, and Andreessen Horowitz.
- Fanatics, with its personalized merchandising strategy using data analytics, has redefined the trading card industry through the acquisition of Topps, a historic sports card brand.
- The diversified portfolio of Fanatics businesses, including Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, aims to enrich the sports fan culture by providing a platform for official merchandise, sports betting, and online casino games.
- With a highly-rated sportsbook app and competitive bonuses, Fanatics Casino continues to expand alongside its sportsbook offerings in multiple states, aiming to become a major player in both sports betting and iGaming.
