Fanatics Beta Tests Mobile Sportsbook Model In Tennessee
Justin Berl/Getty Images. Pictured: A Fanatics logo.
Fanatics took another step toward being a gambling company on Thursday.
The licensed apparel and collectibles retailer, who opened a brick-and-mortar sportsbook at FedEx Field on Jan. 20, launched an invite-only beta test of its Fanatics Sportsbook in Tennessee after receiving its license on Wednesday.
Details on the features of the Fanatics Sportsbook mobile app are sparse, but insiders say that one of the tests will be FanCash, which is a loyalty program generated when bets are made. Bettors can then use that FanCash on Fanatics products.
What Fanatics will do is among the most-asked questions in the sports betting landscape. Some have speculated that the brand will have to acquire another brand to gain market access with the speed it needs to operate launching so far behind the leaders. Others ask how much of an advantage the company’s vast database is with so many sports fans already betting.
Despite hiring more than 100 employees, plans for Fanatics Sportsbook have remained under wraps, contributing to the curiosity surrounding the moves of the giant company, which was valued in December at $31 billion.
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