Fanatics Sportsbook Lands Big Win with Multi-Year NFL Partnership

Michael Savio
By: Michael Savio
Sports Betting
Photo by Dissident93, CC0, via Wikimedia Commons

Photo by Dissident93, CC0, via Wikimedia Commons

Key Takeaways

  • Fanatics is the new official sports betting partner of the NFL
  • The league signed a retail deal with Fanatics in April
  • Caesars, DraftKings, and FanDuel partnerships expired in April.

Fanatics is now an official betting partner of the country’s most popular sports league.

The operator has announced a new multi-year deal with the National Football League (NFL). The deal makes Fanatics Sportsbook the league's official sports betting partner, giving it access to exclusive media and advertising rights. The partnership also includes the operator’s online casino platform.

However, the deal is not exclusive, meaning the NFL could still add other official sports betting partners.

The league had been partnered with Caesars, DraftKings, and FanDuel, but those deals ended in April.

Fanatics Signed Retail NFL Deal in April

Back in April, the NFL and Fanatics agreed to a retail partnership. It allowed Fanatics to offer on-site retail sales during NFL events, allowing fans to purchase official gear while attending major events. However, the deal stopped short of involving the company’s sports betting business.

In a press release, NFL Senior Vice President of Consumer Products and Licensing highlighted the benefits of the deal with Fanatics.

“As the NFL has grown into a year-round, global event leader, Fanatics has established itself as the perfect partner to meet consumer demand for the best merchandise possible. We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the League’s biggest moments.” 

Fanatics Continues to Grow

Fanatics Sportsbooks has been one of the most impressive success stories in the US sports betting market. 

Despite launching its online sportsbook platform years after DraftKings and FanDuel, Fanatics continues to close the gap on the industry leaders. It is now available in 23 markets, while its casino is available in four. That makes it one of the largest mobile gambling operators in the US, keeping it in line with both DraftKings and FanDuel.

Fanatics also added a prediction market platform, making it one of the first sportsbooks to launch one. However, it doesn’t appear that platform is included in the new partnership. 

NFL Remains King in the US

Fanatics has similar deals with other leagues and teams, but the NFL represents the most valuable partnership the operator has made.

According to a study from S&P, 43% of adults in the US either watched or planned to watch the NFL in 2025. The next closest pro league was the MLB at 29%, followed by the NBA at 24%. As a result, the NFL also sees the most action at sportsbooks around the US. 

By adding its branding to NFL stadiums and broadcasts, Fanatics will have direct marketing to the largest sports fanbase. This could help the operator grow its US market share, though the amount will depend on which other sports betting partners the league adds.

Michael is an avid sports fan and a veteran bettor from Milwaukee, Wisconsin. He learned the trade from his grandfather in Las Vegas as a kid. As an adult, Michael started picking games for a small sports betting site and has built it into a career. His experience allows him to provide tips and information to help other bettors improve their game. Michael cheers for all Wisconsin pro teams, the Arizona State Sun Devils (his alma mater), and the Ottawa Senators. He specializes in baseball betting but has extensive experience in football, basketball, and hockey. When he isn’t pouring over stats, he’s spending time with his two young children or hiking and enjoying the outdoors.

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