Fanatics Sportsbook has finalized a new multi-year partnership with the NFL, gaining access to official league media and event benefits as the season approaches, while financial terms and some competitor negotiations remain undisclosed
Fanatics Sportsbook has reached a new multi-year, non-exclusive agreement with the NFL, making it an official sports betting partner ahead of the 2026 regular season. The deal, which is expected to be formally announced before the season opener, grants Fanatics access to premium NFL media inventory and exclusive event experiences, but does not make it the league’s sole sportsbook partner.
Key Terms of the NFL Partnership
Under the agreement, Fanatics Sportsbook and Fanatics Casino will be able to use official NFL intellectual property in their marketing, including league and team logos as well as marks tied to major events such as the Super Bowl and NFL Draft. The partnership also provides Fanatics with access to in-game advertising, network sponsorships, and VIP hospitality benefits, including Super Bowl access and experiences at other major NFL events. Financial details of the arrangement have not been disclosed by either party.
Market Impact and Operator Status
This development follows the expiration of the NFL’s previous primary sportsbook partnerships with FanDuel, DraftKings, and Caesars in March. While FanDuel and DraftKings are reportedly still in discussions with the league, Fanatics is the first operator to secure a new official deal for the upcoming season. Fanatics Sportsbook currently operates in 22 states and Washington, D.C., while Fanatics Casino is live in Michigan, New Jersey, Pennsylvania, and West Virginia. The agreement builds on Fanatics’ existing business relationships with the NFL in e-commerce and merchandise, but marks a significant expansion into official betting rights.
Player Access and Market Context
For players, the partnership means Fanatics Sportsbook and Fanatics Casino will be able to offer NFL-branded promotions and experiences, subject to state regulations and eligibility. The NFL remains the largest driver of U.S. sports betting handle, with the American Gaming Association estimating $30 billion in legal wagers for the 2025 season, up 8.5% from the previous year. These figures include futures and preseason bets through the Super Bowl, but exclude offshore and untracked markets. The 2026 regular season is set to begin on September 9 with a Super Bowl rematch between the New England Patriots and Seattle Seahawks at Lumen Field.
Official sports betting partnerships allow operators to use league and team branding in marketing and offer exclusive event experiences, but do not guarantee exclusive access or market dominance. In the U.S., sportsbook operators must still comply with state licensing, advertising, and responsible gambling regulations, and player eligibility for promotions or VIP experiences may vary by jurisdiction and product.
