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Fanatics says it now holds roughly 10% of the U.S. sports betting market, a sign that the operator is becoming a more serious challenger to leaders DraftKings and FanDuel.
According to the report, industry trackers rank Fanatics fourth on a year-to-date market share basis. The company also expects its gambling division to generate roughly $2 billion in revenue this year, though the report said it remains unclear whether that business is profitable.
Fanatics is backing its growth with heavy advertising
The report said CEO Michael Rubin is preparing to increase advertising spending sharply as Fanatics tries to gain more ground in U.S. betting.
Fanatics expects to spend about $350 million advertising its gambling business this year. That figure could rise to as much as $1 billion in 2027, according to the report.
Rubin summed up the company’s ambition in a recent interview: “We’re very focused on being number one in everything that we do.”
For competitors including DraftKings and FanDuel, that kind of spending matters because it can intensify the fight for market share in regulated betting states.
New app combines sportsbook, casino and prediction markets
On Sept. 2, Fanatics launched Fanatics Sports & Casino, a single app that combines sportsbook, casino and prediction-market products.
The report said the app adjusts what products are available based on a customer’s location. It also ties betting and trading activity to FanCash, which can be used on merchandise, tickets and collectibles.
That combined-product approach stands out as Fanatics tries to build a broader gambling ecosystem rather than compete only as a traditional sportsbook.
What New York readers should watch
The report does not provide New York-specific revenue or market-share data, but the broader competitive picture is still relevant for Empire State bettors because DraftKings, FanDuel and Fanatics all operate in major U.S. markets.
One other point from the report: investors waiting for a Fanatics IPO may need to wait well into 2027, as the company has not signaled that a public debut is imminent.
As competition among major operators continues to evolve, players should expect to see continued product changes and marketing pressure across the U.S. market. If you bet, do so responsibly.
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Source: As reported by tradingview.com.
