Fanatics is widely recognized as one of the biggest sports retail companies in the world. However, in the last few years, the company has expanded aggressively into new fields such as collectibles, live events, betting, and gambling in a bid to further grow its international presence.
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Most recently, the Florida-based company has added film and documentary productions to its lineup. According to the CEO, Michael Rubin, the company has the potential to reach almost $50 billion in revenue over the next five to ten years with the execution of its well-structured long-term growth strategy.
Fanatics Ramps Up Portfolio as It Eyes Global Growth
In 2021, Fanatics marked its entry into the collectibles business, signaling the start of a new era. Since then, the private company has increased its portfolio, and right now the market is expecting a new big step.
Its latest move involves producing sports-related content in collaboration with OBB Media. The project entails a partnership with World Wrestling Entertainment (WWE), ESPN, the 2028 Olympics, Major League Baseball (MLB), and even a documentary series with American football legend Tom Brady.
Currently, Fanatics exerts its strongest influence in the United States. The most compelling evidence for this is the fact that the U.S. is responsible for almost 80% of its revenue.
In other words, involvement in leagues and organizations such as the National Football League (NFL), the National Basketball Association (NBA), MLB, the National Hockey League (NHL), Major League Soccer (MLS), and the National Collegiate Athletic Association (NCAA) collectively account for the biggest slice of Fanatics’ profits. Despite this, the organization is actively pursuing international growth and diversification.
Recently, Fanatics inaugurated a new store in London and formed partnerships with the FIFA World Cup and Formula 1 champion Max Verstappen. These moves are very key for the company to become well-known globally, explore different markets, and, ultimately, reduce its dependence on the US market.
The Fanatics Bet
Still on its expansion aim, Fanatics in December 2025 entered the betting and gambling industry with the launch of Fanatics Markets. The platform, which it developed in partnership with Crypto.com, is currently available across 24 states in the U.S.
In addition to features for betting on sports games, the platform offers tools for prediction-style bets on non-sport cultural, financial, and political events. Rubin projects that by the end of 2030, the platform will be the company’s biggest and most lucrative label.
In another key move, Fanatics is also planning to introduce the Fanatics Credit Card this spring. Rubin has said the card will be the first to truly capture fans’ attention due to its benefits.
The new product will be fully integrated into the Fanatics ecosystem and will offer rewards across merchandise, tickets, and betting. The CEO believes that this initiative will be the fourth $1 billion business of the company.
The Road Toward $50 Billion Revenue
As a result of these moves, Fanatics remains highly confident in the new strategic initiatives it is pursuing. When asked about an IPO or other expansion opportunities recently, Rubin emphasized that the company operates with a start-up mindset, constantly iterating and improving.
To achieve its goals, Fanatics has said it remains committed to its long-term growth plan.