Fanatics building a sports super app

Fanatics is trying to turn a one time jersey buyer into a year round sports customer across many higher margin products. The logic is simple. Commerce brings in 100M plus fans at low acquisition cost, then collectibles, betting, prediction markets, advertising, and payments try to monetize the same identity, wallet, and loyalty balance more often than a merch purchase ever could.1 2 3 4 5

• The revenue mix shows why expansion matters. Commerce was about 77 percent of 2024 revenue, collectibles 20 percent, and gaming 3 percent. By 2025, commerce fell to about 70 percent while collectibles rose to about 23 percent and gaming to about 7 percent, showing new lines are becoming meaningful growth engines.2 3
• These adjacencies are operationally connected, not random. Fanatics already uses FanCash and Fanatics ONE across commerce and gaming, launched Fanatics Markets in December 2025, and introduced a combined Fanatics Sports & Casino app in September 2026 so one account can bet, trade, or play inside the same ecosystem.4 6 7
• The same fan graph is also becoming an ad and payments business. Fanatics launched Fanatics Advertising in August 2025 to sell media against its 100M plus fan audience, and announced a Fanatics American Express card in May 2026, extending monetization from selling products to selling audience access and payment volume.5 8 9

The next step is a full sports super app. If Fanatics keeps stitching together merchandise, cards, betting, prediction markets, media, and payments under one loyalty system, it can shift from a retailer with side businesses into the default operating system for sports fandom, with more revenue per fan and less dependence on league store contracts.3 4 6 7 8 9