Fanatics has become more than just a sports merchandise giant—it’s rewriting what it means to be a fan in the modern era. With over 100 million customers worldwide, the company has expanded beyond jerseys and apparel into trading cards, digital collectibles, and sports betting, building what it calls a 360° fan experience.
The idea is simple but game-changing: sports fandom isn’t limited to watching games anymore. Today, it’s about living them. Fanatics connects every touchpoint of fan culture, from buying your favorite team’s gear to collecting rare cards and NFTs to placing a bet on the game. Instead of scattered platforms, Fanatics brings it all under one ecosystem, making fan obsession both seamless and rewarding.
At its core, Fanatics operates on three pillars—merchandise, collectibles, and betting. Together, they transform passion into participation. Fans aren’t just consumers; they’re part of an economy where fandom itself becomes currency.
As Fanatics continues to scale, it’s changing the business of sports loyalty. The company is positioning itself not just as a retailer but as a lifestyle brand for fans—bridging tradition with the digital era. For millions, this isn’t about buying products. It’s about living their team identity in every way possible.
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