• Loading stock data...
Saturday, August 30, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Fanatics Sportsbook Rolls Out Unique Strategy In Four States

  • Rubin-led merchandising giant looks for more targeted approach to user adoption
  • Company will face uphill climb to challenge established market duopoly
Fanatics
Fanatics

Fanatics Sportsbook has made its full debut in four states — and now, it’s looking to challenge established sports betting leaders with a more targeted, cost-efficient strategy.

After six months of beta testing, the sports merchandising giant has formally started its online sportsbook operations in Maryland, Massachusetts, Ohio, and Tennessee. 

The initial rollout will be joined by 12 additional states — including key betting locales such as New York, New Jersey, and Pennsylvania — after its $225 million purchase of PointsBet’s U.S. operations closes later this month.

Despite the company’s apparent omnipresence among sports fans and a $31 billion company valuation, Fanatics is still an upstart against an established FanDuel-DraftKings market duopoly and will face further competition from the newly rebranded ESPN Bet.

But instead of the heavy consumer ad blitzes common to many of Fanatics’ sportsbook competitors, company officials said they will lean on their existing database of more than 95 million customers and a promotional partnership with NBC Sports inherited with the PointsBet acquisition.

Earlier this year, Fanatics Betting & Gaming CEO Matt King said the company was “not necessarily in pursuit of market share,” instead touting a broader, Fanatics-powered consumer experience. The view, however, is diametrically opposed to PENN Entertainment’s stated intent of reaching a 20% online sports betting market share in its $2 billion ESPN deal.

Physical Presence

In addition to the online presence, physical sportsbooks at or near pro sports venues will be a key element of Fanatics’ strategy.

Earlier this year, the company opened a location at the Washington Commanders’ FedEx Field, which will be followed on Friday by one at the Cleveland Guardians’ Progressive Field and one near the Columbus Blue Jackets’ Nationwide Arena later this month.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 12, 2024; Phoenix, Arizona, USA; Los Angeles Dodgers designated hitter Shohei Ohtani talks with translator Ippei Mizuhara in the dugout against the San Francisco Giants during a spring training baseball game at Camelback Ranch-Glendale.

Bookie Believes Shohei Ohtani ‘Was Aware’ of Interpreter’s Gambling

Mathew Bowyer ran the illegal gambling business used by interpreter Ippei Mizuhara.
Donald Trump Jr

Kalshi Advisor Donald Trump Jr. Joins Rival Polymarket Board

Polymarket appears to be on the verge of returning to the U.S.
Veronica Burton

Dildo Markets, Diaper Bidens: Polymarket, Kalshi Push Limits of Hawking Prediction Markets

The companies don’t face the same regulatory risk as traditional sportsbooks.
Saquon Barkley

NFL Warns Prediction Markets Are Sports Betting With Less Oversight

League officials say the markets “mimic” sports betting.

Featured Today

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Rob Bonta

Users Sue Daily Fantasy Companies After California Calls Them Illegal

Underdog Sports and Boom Fantasy were separately sued.
A view of the FanDuel Sportsbook betting area at Belterra Park Cincinnati.
August 20, 2025

FanDuel Enters Prediction Markets, but With No Sports

The company is partnering with derivatives exchange CME Group.
Malik Beasley
August 22, 2025

Malik Beasley Could Still Be Charged in Gambling Probe Despite Feds Dropping..

Beasley’s lawyer is hoping his client can return to the NBA.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Dec 18, 2024; Inglewood, CA, USA; UNLV Rebels defensive back Rashod Tanner (41) celebrates after defeating the California Golden Bears in the LA Bowl at SoFi Stadium.
August 20, 2025

Robinhood Reactivates Sports Contracts in NJ and NV, Sues State Regulators

The suits were filed the same day Robinhood announced new football offerings.
Jan 20, 2025; Atlanta, GA, USA; Ohio State Buckeyes running back Quinshon Judkins (1) and quarterback Will Howard (18) celebrate after a touchdown against the Notre Dame Fighting Irish during the second half the CFP National Championship college football game at Mercedes-Benz Stadium.
August 19, 2025

Robinhood to Roll Out Football Prediction Markets

The new event contracts come on the heels of Kalshi’s expanded football offerings.
August 18, 2025

Limitations on Prop Bets Supported by NBA, Players’ Union

The union is trying to combat online and in-person harassment.
Feb 9, 2025; New Orleans, LA, USA; Philadelphia Eagles quarterback Jalen Hurts (1) against the Kansas City Chiefs during Super Bowl LIX at Ceasars Superdome.
exclusive
August 18, 2025

Kalshi Adds Touchdown Props, Over/Unders Amid Legal Uncertainty

The company is not cowed by its legal challenges.