Fanatics Betting and Gaming has secured a non-exclusive deal with the NFL, making Fanatics Sportsbook and Fanatics Casino official partners as the league updates its approach to gambling partnerships ahead of the new season
The NFL has named Fanatics Betting and Gaming as an official sportsbook and online casino partner under a new multi-year, non-exclusive agreement. The deal, confirmed as the league prepares for the upcoming season, gives Fanatics Sportsbook and Fanatics Casino the right to use NFL intellectual property and participate in league-related marketing and events.
Key Terms of the Fanatics Agreement
Under the terms of the partnership, Fanatics gains access to NFL trademarks, team and event branding, and terms such as "Super Bowl" and "NFL Draft" for use in its sportsbook and casino products. Fanatics Sportsbook will also receive official league data through Genius Sports, the NFL’s exclusive data distributor. Financial details of the agreement have not been disclosed by either party.
The arrangement allows Fanatics to advertise during NFL games, pursue media sponsorships with league partners, and maintain a presence at in-person NFL events and hospitality experiences. This marks the largest sports partnership to date for Fanatics Betting and Gaming, which has previously worked with individual teams but not at the league level.
Impact on NFL Gambling Partnerships
The NFL’s decision to sign a non-exclusive deal with Fanatics signals a shift from its previous "tri-exclusive" model, which included Caesars, DraftKings, and FanDuel. According to reporting from Sports Business Journal, those earlier agreements expired without renewal, leaving the league without an official sportsbook sponsor for a period. The expiration was reportedly influenced by increased costs for official league data provided by Genius Sports, in which the NFL holds a significant stake.
Negotiations with DraftKings and FanDuel are ongoing, while Caesars is not expected to seek a new partnership. The non-exclusive structure means the NFL could add more gambling partners in the future, potentially reshaping the competitive landscape for league-level betting and casino deals.
Prediction Markets Remain on Hold
While other major leagues like the NHL and MLB have signed deals with prediction market platforms such as Kalshi and Polymarket, the NFL has so far avoided this segment. NFL Commissioner Roger Goodell stated in December 2025 that the league is not ready to engage with prediction market operators due to ongoing regulatory and legal uncertainty, as well as concerns about market integrity and consumer protection. The NFL recently submitted comments to the Commodity Futures Trading Commission criticizing proposed rules for prediction markets as insufficient to address risks of manipulation and consumer harm.
Genius Sports, which distributes official NFL data, is already partnered with leading prediction market platforms, but its CEO Mark Locke said he does not expect the NFL to enter this space for the 2026 season. For now, the league’s gambling focus remains on traditional sportsbook and casino partnerships.
Market Context and Player Impact
Fanatics’ entry as an official NFL gambling partner comes as the league adapts to changing attitudes toward betting and gaming. A recent Gallup survey found a decline in self-reported gambling participation among U.S. adults, raising questions about how new partnerships and products might influence player behavior and market growth. For players, the Fanatics deal means expanded access to NFL-branded betting and casino offerings, but the non-exclusive nature of the agreement leaves room for further changes as the league continues to negotiate with other operators.
Understanding the difference between a non-exclusive partnership and an exclusive sponsorship is important for both players and industry observers. A non-exclusive deal allows the NFL to work with multiple sportsbook and casino operators at the same time, increasing competition and potentially expanding the range of betting products and promotions available to fans. However, it also means that no single operator has a monopoly on official NFL branding or data, which can affect the consistency and scope of league-related betting experiences across platforms.
