Fanatics, the powerhouse in sports apparel and collectibles, is pushing deeper into financialized fan engagement with the debut of Fanatics Markets, a real-money prediction platform that lets users trade outcomes across sports, politics, economics and more. The company says markets for crypto prices, IPOs and additional categories will go live by 2026.
The rollout begins with the app already operational in 10 states, with plans to reach 24 states in total over the coming days. Major markets such as California, Texas, Florida and Washington are expected to come online soon. Through the platform, users can buy and sell contracts tied to real-world events — from game results and election outcomes to shifts in economic data.
Fanatics built the new product in partnership with Crypto.com. Its July acquisition of Paragon Global Markets supplied the necessary regulatory framework, including oversight from the CFTC and membership in the National Futures Association.
The company first announced its entry into prediction markets in November as it prepared to challenge established competitors Polymarket and Kalshi, both of which command multibillion-dollar valuations.
“With Fanatics Markets, we’re giving fans a safe and intuitive way to engage with the moments that move sports and culture,” said Matt King, CEO of Fanatics Betting & Gaming.
The launch underscores Fanatics’ broader strategy to weave financial instruments into its massive sports ecosystem, leveraging its brand reach to introduce prediction markets to a wider audience.
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