Fanatics Strikes Deal With NFL to Become Official Sportsbook Partner

Fanatics has struck a deal with the NFL to become an official sportsbook partner of the league, filling a sponsorship void that opened up when the league’s prior partnerships with FanDuel, DraftKings, and Caesars expired at the end of March. The agreement is expected to be formally announced before the 2026 regular season kicks off on September 9.

The move marks a significant expansion of Fanatics’ already substantial footprint with the NFL, which includes long-running e-commerce, fan apparel, and merchandise partnerships. Adding official sportsbook and casino status gives the company a new level of access to the league’s media machine and marquee events.

What the Deal Includes

Under the agreement, Fanatics Sportsbook and Fanatics Casino will be promoted across NFL-controlled media channels, including in-game advertising spots during live broadcasts. The companies will also receive hospitality assets and access to premium fan experiences at major league events, including the Super Bowl and the NFL Draft, and will be permitted to use official NFL, team, and event branding in marketing materials.

Notably, the deal also designates Fanatics Casino as an official online casino partner of the league — a first for the NFL, which had not previously extended official sponsor status to an online casino brand. Fanatics Casino currently operates in Michigan, New Jersey, Pennsylvania, and West Virginia, while Fanatics Sportsbook is live in 22 states and Washington, D.C.

Financial terms of the agreement have not been disclosed. The deal is reportedly nonexclusive, meaning the NFL could still strike similar arrangements with other operators down the line.

Why the Sponsorship Category Went Vacant

The NFL’s marquee sportsbook sponsorships with FanDuel, DraftKings, and Caesars — which together were worth close to $1 billion across the last five seasons, according to Sports Business Journal — lapsed at the end of March without renewal. Reports indicate the holdup for FanDuel and DraftKings has centered on a steep increase in the price of official streaming data from Genius Sports, the NFL’s exclusive data distributor. Without a data agreement in place, sportsbooks are ineligible to sponsor the league or advertise during game broadcasts.

Fanatics apparently cleared that hurdle, giving it first-mover advantage while negotiations between the league and its former partners continue. It’s a notable shift in leverage for a company that, despite its retail roots, has been aggressively building out its sports betting and casino operations in recent years.

What It Means Going Forward

For bettors, the deal signals Fanatics will have a much higher profile during NFL broadcasts and around marquee events this season, potentially accelerating its push for market share against established operators. Fans looking to get in on the action can check the latest Fanatics Sportsbook promo code offers ahead of kickoff.

Whether FanDuel, DraftKings, or Caesars eventually strike their own new NFL agreements remains to be seen, but for now, Fanatics has positioned itself as the league’s newest official betting partner heading into a pivotal season for the sports betting industry.