Fanatics Announces Plans to Ramp Up Advertising in 2027

Fanatics is looking to close the gap on DraftKings and FanDuel in 2027.

CEO Michael Rubin told Bloomberg that the operator is planning to spend up to $1 billion on advertising in 2027. By comparison, the company’s 2026 advertising spend is expected to be around $350 million. Fanatics has slowly been closing the gap on the two industry leaders, but believes ramping up advertising could significantly boost the effort.

The increase in advertising would cover both Fanatics’ sportsbook and prediction platform.

Shifting How People View Fanatics

Before PASPA was overturned and regulated sports betting launched in the US, Fanatics was known as one of the top sports-apparel brands in the country. It has long-established deals with major pro and college leagues, allowing it to sell officially licensed merchandise. 

While Fanatics Sportsbooks has been a success, it still isn’t mentioned as much as DraftKings or FanDuel. These logos are more common during sporting events, while Fanatics ads are rarer.

By increasing advertising, Rubin hopes more Americans will think of Fanatics for its sports betting platforms and merchandise.

Fanatics Makes its Mark in New York

DraftKings and FanDuel have dominated regulated sports betting in the US, but Fanatics has shown some ability to compete in the nation’s largest market.

In August 2025, the operator stunned the industry by finishing ahead of FanDuel in New York handle. It finished close behind DraftKings to take the second spot, threatening the duo’s dominance. 

The success came from promos, bonuses, and other campaigns that boosted the sportsbook’s handle. While the result was temporary, Fanatics still accomplished something its peers hadn’t come close to matching. 

With Rubin’s announcement, it seems that success is inspiring the push to grow in 2027.

Can Campaign Boost Prediction Platform?

As much success as Fanatics has seen with regulated sports betting, its prediction platform has struggled to be completed. Kalshi continues to dominate market share in the US, with rivals like Novig and Polymarket growing fast. The industry also includes platforms from DraftKings and FanDuel, with the former now offering sports markets in all non-betting states.

A marketing boost could help close that gap, but it’s not guaranteed.

Last month, New Jersey appealed its case against Kalshi to the US Supreme Court. The outcome of this review will shape the future of sports prediction markets by establishing whether states have the right to regulate them.

If the nation’s highest court sides with the states, sports markets would suddenly face the same operating costs as regulated sportsbooks. They would also be forced out of non-betting states, greatly shrinking their availability. Because sports contracts account for most of the volume for prediction market operators like Fanatics, the operator could abandon or severely reduce marketing efforts for its platform.