Fanatics is moving beyond its core business of sports merchandise and collectibles with the introduction of Fanatics Markets, a real-money prediction platform that lets users trade on the outcomes of sports, political events, economic indicators and more. The company plans to add markets for crypto assets, IPO activity and technology developments by early 2026.
The app is already live in 10 U.S. states and will expand to 24 states in a phased rollout over the coming days. Major markets — including California, Texas, Florida and Washington — are expected to join soon. Users on the platform can buy and sell contracts linked to real-world events, ranging from game scores and election results to shifts in economic data.
Fanatics partnered with Crypto.com to build the product. Its acquisition of Paragon Global Markets in July provided the regulatory infrastructure needed to operate under CFTC oversight and maintain membership with the National Futures Association.
Fanatics revealed its intention to enter the prediction-markets arena in November, positioning itself as a new competitor to established players Polymarket and Kalshi, both valued at several billion dollars.
“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 marks another step in Fanatics’ strategy to integrate financial products into its vast sports ecosystem, using its influential brand to bring prediction trading to a mainstream audience.
