Fanatics owned brands only 5–10%

Jerseys are the economic center of Fanatics private label push, because they are the biggest single product category in licensed sports and the one Fanatics is actively taking in house. In the interview, jerseys are identified as the top selling product by revenue, roughly 20% of all licensed sports sales, with apparel about 60% to 65% of the market. That is why Scott Sillcox revises Fanatics owned product exposure upward once jersey rights move over.

• Fanatics retail is still mostly a marketplace and storefront operator, not a manufacturer. The interview estimates Fanatics Retail at about 80% of company sales, while owned brands like Majestic, Top of the World, WinCraft, Mitchell & Ness, and Topps account for only 5% to 10% of licensed sports sales before adjusting for jersey gains.
  1 sacra
• Jerseys matter more than items like mugs or event shirts because they are the single largest line item in fan spending. The interview breaks the market into soft goods at 60% to 65%, hard goods at about 25%, and electronics at about 15%, with jerseys leading soft goods ahead of caps, sweatshirts, and t shirts.
  1 sacra
• This fits the broader company mix. Fanatics Commerce was estimated at $6.2B of 2024 revenue, or 77% of total company revenue, while Collectibles was $1.6B and Betting was $300M. The commerce business is still where product category winners like jerseys have the biggest impact on company economics.
  2 sacra 3 sacra

Going forward, more control over jersey rights gives Fanatics the clearest path to making vertical integration real in revenue terms, not just in branding terms. If Fanatics can convert the biggest apparel category from third party supply into owned production, its share of sales coming from products it actually makes should keep rising, and jerseys will remain the first place to watch that shift.