Fanatics Sportsbook is set to become a larger part of the NFL betting landscape after Fanatics Betting and Gaming signed a new multi-year commercial agreement with the league ahead of the 2026 season.
The agreement gives Fanatics Sportsbook new opportunities to connect its betting platform, Fanatics online casino, and its clothes brand with NFL fans. The company joins DraftKings and FanDuel as the league’s three official sports betting partners under new multi-year deals.
“We are thrilled to have three world-class partners in the sports betting category,” said NFL EVP and Chief Revenue Officer Renie Anderson. “DraftKings, FanDuel and Fanatics share our vision for innovation and fan engagement, but most importantly, our commitment to protecting the integrity of the game. We look forward to navigating this next chapter in sports betting together.”
Fanatics also recently agreed to acquire key exchange and clearinghouse assets from BGC Group, advancing its expansion into the growing prediction-markets market. Fanatics Markets launched in May.
What the NFL Deal Means
Through the partnership, Fanatics Sportsbook can use official NFL marks in its sports betting marketing. The operator will also be able to promote both online and retail wagering products where legally permitted.
The agreement includes several high-profile benefits:
- Access to NFL branding for sports betting promotions
- A presence at major league events, including the Super Bowl and NFL Draft
- Hospitality and VIP opportunities for customers and partners
- Integrations across NFL-owned digital media channels
- Access to official real-time play-by-play data through Genius Sports
- Access to NFL Next Gen Stats and BetVision products through Genius Sports
Official league data can help sportsbooks provide more detailed betting markets, live wagering options, and in-game experiences. For Fanatics Sportsbook, the partnership could strengthen its push to become an all-in-one destination for NFL fans.
Fanatics Sportsbook and Fanatics Casino
The deal expands Fanatics’ existing relationship with the NFL. The Fanatics brand already has deep ties to professional football through official collectibles, licensed apparel, and league merchandise.
Now, Fanatics Sportsbook and Fanatics Casino will have a more direct role in the company’s NFL strategy.
Matt King, CEO of Fanatics Betting and Gaming, said the agreement supports the company’s goal of building a broader digital sports platform. The idea is to give fans one place to shop for NFL gear, follow games, place legal bets, and play online casino games in eligible states.
Fanatics will also become an Official Online Casino Marketing Partner of the NFL. That distinction is notable because it gives the company another way to promote Fanatics Casino alongside its sports betting product.
Earlier this year, Fanatics Casino launched an exclusive WWE slot machine game on its platform.
Integrity and Responsible Gambling
The NFL’s new sports betting partners must follow the league’s game integrity standards. Fanatics Sportsbook, DraftKings, and FanDuel will work with the NFL on intelligence sharing, responsible gambling efforts, and advocacy related to regulated sports betting.
The partners also agreed to avoid certain types of wagers that the league considers unacceptable. Those include:
- Bets involving officiating decisions
- Bets related to player injuries
- Wagers that could be known before a game begins
- Bets that may be easily influenced by one person
These restrictions are designed to protect the fairness of NFL games while allowing regulated sportsbooks to offer a wide selection of traditional pregame and live betting markets.
Fanatics Joins DraftKings and FanDuel
DraftKings and FanDuel will continue as NFL sports betting partners under their own multi-year agreements. DraftKings will also remain the league’s Official Daily Fantasy Sports Partner, a role it has held since 2019.
For Fanatics Sportsbook, the new deal puts the operator alongside two of the most established brands in U.S. sports betting. It also gives Fanatics a stronger platform to compete for NFL bettors during one of the busiest betting periods of the year.
As the 2026 NFL season approaches, expect Fanatics Sportsbook to use the partnership across its mobile app, promotional campaigns, NFL event activations, and customer rewards experiences.
