Fanatics

Global leader in licensed sports merchandise with dominant partnerships across all major North American sports leagues and international properties

Fanatics is a vertically integrated sports commerce company that dominates the licensed sports merchandise market globally. Founded in 1995 and headquartered in New York City, the company operates the official online stores for major sports leagues including the NFL, NBA, MLB, NHL, NASCAR, and hundreds of college programs. Its on-demand manufacturing capabilities allow it to produce and ship championship gear within hours of a title being won, a key competitive differentiator. Fanatics has expanded well beyond apparel and merchandise into trading cards through its Fanatics Collectibles division (acquiring Topps' sports and entertainment business), and into sports betting and iGaming through Fanatics Betting & Gaming, making it one of the most ambitious conglomerates in the sports industry. From a marketing and media perspective, Fanatics is a major player in sports fan engagement and direct-to-consumer commerce. The company leverages deep data on tens of millions of sports fans to power personalized marketing, loyalty programs, and targeted promotions across its ecosystem. Its FanCash loyalty rewards program ties together purchases across merchandise, collectibles, and betting verticals, creating a powerful first-party data asset. Fanatics partners with leagues, teams, and athletes not just as a retailer but as a marketing platform, enabling brands and sponsors to reach highly engaged sports audiences. Fanatics has raised billions in funding and is valued at approximately $31 billion, making it one of the most highly valued private companies in the sports and commerce space. Its investor base includes SoftBank, Silver Lake, Fidelity, and major sports leagues and athletes. The company's ambition to own the entire fan relationship — from merchandise to cards to betting — positions it as a unique and powerful force in sports marketing, media, and commerce.