Fanatics signs official NFL sports betting partnership ahead of the 2026-27 season

Fanatics Betting and Gaming has added an official sports betting partnership with the NFL as the league heads toward a season that is becoming more important for online wagering, media inventory, and cross-channel customer acquisition. For operators, the deal matters because it gives Fanatics access to NFL media, hospitality, and fan-experience assets that are hard to replicate, and it comes as the league keeps widening its international footprint.

1. Fanatics said the partnership gives it access to premium NFL media inventory, including in-game advertising and media sponsorships with the league’s media partners. Fanatics Sportsbook and Fanatics Casino will also gain access to NFL hospitality and premium fan experiences, including Super Bowl assets, VIP experiences at marquee league events, and other fan engagement opportunities. The company did not disclose the terms of the deal.
2. This is the second NFL agreement Fanatics has announced this year. In April, Fanatics and the NFL signed a multi-year deal making Fanatics the league’s official on-site retail partner. Gary Gertzog, Fanatics’ president of business affairs, said the two sides have built a “truly collaborative, cross-functional business together,” and called the new partnership “a testament to that growth and a look to the future.”
3. The timing lines up with a more crowded race for sports-betting attention. The source points to the rise of prediction markets in recent months, which has sharpened the focus on cross-channelisation, as operators look for lower-cost ways to acquire and retain customers. It also notes that Fanatics and its main rivals are pursuing “super app” style platforms to keep sports fans inside one ecosystem across multiple channels.
4. The NFL’s own international schedule is expanding at the same time. The league will play nine regular-season games abroad this season, the most in its history. The slate includes a Week 1 game between the Los Angeles Rams and San Francisco 49ers in Melbourne, the NFL’s first-ever regular-season game in Australia, plus games in Brazil, France, Spain, Germany, Mexico and the UK.
5. Fanatics is also looking beyond the US. In June, iGB reported on Fanatics’ joint venture with Momentum Group, the UAE’s first gaming licensee. The current regulatory framework in the UAE allows for one sports wagering licensee per Emirate. Fanatics has not disclosed when it plans to launch online sports wagering there.

The other detail worth watching is what the NFL does next. The league has not said whether it plans to add more partners before the new season starts, which leaves open the usual question for PSPs, acquirers, and media-adjacent payment providers: who gets distribution, who gets sponsorship inventory, and which jurisdictions are actually on the table.