Fanatics Commerce

What Fanatics Commerce does

Fanatics Commerce is a leading global designer, manufacturer, and retailer of licensed sports merchandise, operating as the commerce business unit within Fanatics Inc. The company holds primary licensing partnerships with the four major North American professional sports leagues (NFL, NBA, MLB, NHL) and the NCAA (across 100+ universities), alongside international soccer clubs including Paris Saint-Germain, Juventus, Chelsea, and an expanding portfolio of Japanese professional sports teams across NPB, J-League, and B.League. It delivers fan gear, jerseys, headwear, hardgoods, and lifestyle apparel through a vertically integrated "v-Commerce" platform spanning design, manufacturing, e-commerce, retail, and licensing operations, with headquarters in Jacksonville, Florida and additional offices in New York, San Mateo, Tampa, Manchester, and Tokyo.

Its technology stack is built around a proprietary vertical commerce platform that unifies omnichannel digital commerce (fanatics.com and 900+ team-specific online stores), in-stadium retail, 2,000+ Lids stores, and wholesale distribution through Walmart, Kroger, and Dick's Sporting Goods, all running on AWS cloud infrastructure. Fanatics is mid-migration of 1,800 servers from five data centers to AWS under the AWS Migration Acceleration Program in partnership with Trace3, projecting up to 48% infrastructure cost savings with completion targeted December 2026. The wider Fanatics ecosystem includes the Fanatics ONE loyalty program, Fanatics Creator Program for Name, Image, and Likeness (NIL) monetization, Topps trading cards, Fanatics Sportsbook, Fanatics Markets prediction markets, Fanatics Studios (a joint venture with OBB Media), and Fanatics Advertising, all intended to deepen the integrated fan relationship.

Fanatics Commerce generates revenue through a mix of licensed merchandise sales via direct-to-consumer e-commerce, owned retail (Lids chain plus stadium/venue shops), and wholesale to large retailers, supplemented by revenue-sharing master-licensing partnerships with leagues and teams. Enterprise customers—900+ sports properties—generate a portion of revenue through official-store operations and licensing royalties, and the supply chain includes 149 tier-1 contract cut, sew, and embellishment facilities and U.S.-based manufacturing operations. Pricing is unit-based per SKU with hot-market items like Japan's Today's HERO T-shirt (3,900 JPY) priced at a premium for same-day personalization. The business is led by CEO Doug Mack with Michael Rubin as Executive Chairman, Masanori Kawana as East Asia Managing Director, and Earvin "Magic" Johnson on the board of directors.

Name

Fanatics Commerce

Legal name

Fanatics Holdings, Inc.

Website

https://fanaticsinc.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Fanatics Commerce designs, manufactures, and retails licensed sports merchandise including fan gear, jerseys, headwear, and hardgoods under long-term licensing deals with 900+ sports properties, distributing globally via e-commerce, 2,000+ retail stores, and stadium venues.

Ownership category

akta.pro rank

Product category

Licensed Sports Merchandise

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Hobby, Toy, and Game Retailers (459120)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

akta.pro secondary industries

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Sports Trading Cards Retail (CRAMAOAA), Sports Collectibles Marketplace & Auction Platforms (CRAMAOAI), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)

Keywords

• Licensed sports merchandise
• Fan apparel retail
• Sports trading cards
• Athletic headwear
• Sports memorabilia

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Licensed Merchandise & Apparel (Fanatics Commerce): Designs, manufactures, and retails licensed fan gear, jerseys, lifestyle/streetwear, headwear, and hardgoods for sports leagues, teams, colleges, and associations globally. Revenue from direct consumer purchases, wholesale/retail distribution, and revenue sharing with content rights holders.
2. Trading Cards & Collectibles (Fanatics Collectibles / Topps): Physical and digital trading cards, sports memorabilia, and other digital collectible assets through Topps, Bowman, and Fanatics Authentic brands. Revenue from pack/box sales, authenticated memorabilia, athlete autograph programs, and exclusive licensing deals with athletes including Shohei Ohtani.
3. Sports Betting & Gaming (Fanatics Sportsbook): Online and retail sports betting, iGaming, and prediction market platforms (Fanatics Markets) enabling real-money wagering on sports and cultural/political events.
4. Live Events & Fan Experiences (Fanatics Fest, Fanatics Events): Fan events including Fanatics Fest NYC and Fanatics Studios joint venture with OBB Media creating sports entertainment content. Revenue from event ticketing, exhibitor fees, and content licensing.
5. Advertising & Media (Fanatics Advertising): Sports media platform connecting brands with 100M+ fans across sports content, commerce, and culture through onsite and offsite media solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Fanatics Commerce designs, manufactures, and retails licensed consumer products including fan gear, jerseys, lifestyle and streetwear apparel, headwear, hardgoods, and trading cards/memorabilia for sports leagues, teams, colleges, and associations globally. The company operates a vertically integrated v-Commerce platform covering product planning, manufacturing, distribution, e-commerce, and 2,000+ physical retail locations (including the Lids chain), serving both individual fans (B2C) and enterprise sports property partners (B2B licensing).

Product overview

Fanatics Commerce is a digital sports platform offering a multi-product ecosystem comprising core business units: Fanatics Commerce (licensed merchandise design, manufacturing, and retail), Fanatics Collectibles (trading cards and memorabilia), Fanatics Betting & Gaming (sportsbook and casino), Fanatics Events (live fan events including Fanatics Fest), Fanatics Studios (sports entertainment content), Fanatics Markets (prediction markets), and Fanatics Advertising (sports media). The portfolio includes owned brands Topps (trading cards), Lids (headwear retail), and Mitchell & Ness (vintage apparel). The company operates the V-Commerce (v-Commerce) platform—a vertically-integrated model spanning product planning, manufacturing, and omnichannel sales—and Fanatics ONE loyalty program connecting the entire ecosystem. Key features include the Creator Program for NIL monetization, Hot Market rapid-response merchandise, and Made-to-Order customization.

Differentiator

Problem solved

Functional benefit

Brands

• Fanatics ONE: First-of-its-kind loyalty program connecting the entire Fanatics ecosystem
• Fanatics Fest
• Fanatics Studios
• Fanatics Markets
• Fanatics Advertising
• Majestic
• Topps
• Lids

Products and services

• Fanatics Commerce (Licensed Sports Merchandise)
• Fanatics Collectibles (Topps, Bowman, Fanatics Authentic)
• Fanatics Sportsbook
• Fanatics Events (Fanatics Fest)
• Fanatics Markets
• Fanatics Advertising
• Lids Retail Chain
• Mitchell & Ness
• Majestic Athletic Apparel
• OFF_THE GAME Brand

Quantifiable outcome

• Online championship merchandise sales increased 186% vs prior championship (2020 Pacific League title, SoftBank Hawks)
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

32 partnerships are on record, tiered flagship, minor and core.

• Yokohama F. MarinosflagshipStrategic or Co-development Partner · 22 June 202610-year strategic merchandising partnership. Fanatics Japan will manage product planning, manufacturing, stadium store operations, online store, and next-day delivery service for Japan's leading J-League club.
• Shimane Susanoo Magic (B.League)minorStrategic or Co-development Partner · 5 June 2026Official supplier for B.League 2026-27 season. Fanatics Japan provides uniforms and related sportswear for the B.League PREMIER team.
• University of Kentucky AthleticsflagshipStrategic or Co-development Partner · 3 April 202612-year partnership extension featuring a first-of-its-kind NIL (Name, Image, Likeness) program enabling Wildcat student-athletes to generate revenue through the Fanatics Creator Program by launching affiliate storefronts, curating product collections, and promoting merchandise on social media. Fanatics also produces collectible cards featuring UK student-athletes through Topps and BowmanU brands. Developed through BBNIL, UK's NIL platform operated jointly with JMI Sports. Fanatics remains primary apparel licensee and operator of the UK Team Shop, distributing merchandise across major retailers including Kroger, Walmart, and Dick's Sporting Goods.
• Shonan BellmarecoreStrategic or Co-development Partner · 13 December 202410-year strategic merchandising partnership starting January 2025. Fanatics Japan manages all aspects of merchandising including product planning, manufacturing, stadium store, and official online store under the v-Commerce model.
• V Vartex Nagasaki / Nagasaki VelcacoreStrategic or Co-development Partner · 10 November 2023Approximately 10-year comprehensive partnership for both V Vartex Nagasaki (soccer) and Nagasaki Velca (basketball/B.League). First-ever dual-sport and first-ever B.League comprehensive long-term partnership. Fanatics Japan will manage merchandising operations from 2025 season including product planning, manufacturing, stadium store operations, and Nagasaki Stadium City retail.
• Kashima AntlerscoreStrategic or Co-development Partner · 2 November 202310-year strategic merchandising partnership starting February 2024. Fanatics Japan manages merchandising operations including product planning, manufacturing, stadium and clubhouse store operations.
• Sanfrecce HiroshimacoreStrategic or Co-development Partner · 2 November 202310-year strategic merchandising partnership from January 2024. Fanatics Japan manages merchandising operations including product planning, manufacturing, and stadium store operations at new Edion Piecewing Hiroshima stadium. First-ever co-operated stadium store within a J-League new stadium, designed from the architectural planning stage.
• RakutencoreChannel Partner/ Reseller/ Distributor · 4 July 2023First-ever marketplace listing for Fanatics. Fanatics Japan opened an official store on Rakuten Japan marketplace, selling international sports merchandise (MLB, NBA, NFL, NHL, European soccer) to Japanese fans. Planned catalog of 50,000+ SKUs with direct shipping from Fanatics US warehouses.
• Yomiuri Giants / NikeflagshipStrategic or Co-development Partner · 22 November 2022World's first comprehensive global partnership for a sports club, where Fanatics operates the Giants Online Store and G-STORE at Tokyo Dome, serves as master licensee for Giants uniforms and Nike-brand apparel, and creates championship and commemorative merchandise. The three-party partnership (Giants, Nike, Fanatics) mirrors the successful MLB model and marks the first such arrangement globally for a single sports club.
• Cerezo OsakacoreStrategic or Co-development Partner · 20 October 202110-year strategic merchandising partnership. Fanatics Japan manages merchandising operations for the J.League club.
• Shohei OhtanicoreStrategic or Co-development Partner · 20 July 2021Multi-year exclusive memorabilia partnership in the collectibles/memorabilia category. Ohtani joins the Fanatics Authentic roster of star athletes. Fanatics serves as the exclusive source for Ohtani-signed bats, uniforms, game-used items, photos, and game balls, available globally through Fanatics and MLB official online stores.
• Fair Labor Association (FLA)coreStrategic or Co-development Partner · 1 June 2021Fanatics Brands achieved full FLA accreditation in June 2021, the highest level of program evaluation. The FLA accreditation signifies corporate systems are in place to identify and remediate unfair labor practices in Fanatics' global supply chain. Fanatics Brands is affiliated with FLA and certain subsidiaries also participate.
• Magic JohnsonminorStrategic or Co-development Partner · 3 March 2021Earvin 'Magic' Johnson appointed to Fanatics' Board of Directors in March 2021. Five-time NBA champion and Hall of Famer, Johnson brings business perspective as chairman/CEO of Magic Johnson Enterprises and co-owner of Los Angeles Dodgers, LA Sparks, and LA FC.
• Shimizu S-PulsecoreStrategic or Co-development Partner · 28 November 2020First J.League club partnership for Fanatics Japan (announced 2020, operating from 2021). 10-year strategic merchandising partnership. First comprehensive merchandising partnership with a J.League club in Japan and across Asia. Fanatics Japan manages S-PULSE STORE operations and online store.
• BBNIL / JMI SportscoreStrategic or Co-development PartnerBBNIL is the University of Kentucky's official NIL platform, operated jointly with JMI Sports, which developed the partnership structure for the Fanatics Creator Program and NIL initiative with UK student-athletes.
• SoftBank HawksflagshipStrategic or Co-development PartnerFirst Asia partnership (2018). Fanatics Japan operates Hawks Store (PayPay Dome) and HAWKS Official Online Store. Achieved record-breaking championship merchandise sales in 2020 (Pacific League: +186% vs 2017; Japan Series: +1.5x vs 2019). Includes hot-market Today’s HERO T-shirt program delivering personalized merchandise within 24 hours of games.
• Nippon Ham FighterscoreStrategic or Co-development Partner10-year+ strategic retail partnership from 2021. Fanatics Japan manages merchandising operations including official online store and stores at new ES CON FIELD HOKKAIDO ballpark.
• Amazon Web Services (AWS)coreTechnology or IntegrationLarge-scale migration of 1,800 Windows and Linux servers from five data centers to AWS using the AWS Migration Acceleration Program. Projected up to 48% infrastructure cost savings with completion targeted December 2026. Migration supports global operational continuity for Fanatics Commerce's licensed sports merchandise platform.
• Trace3coreImplementation/ SI/ Consulting PartnerAWS migration partner supporting Fanatics' cloud migration through AWS Migration Acceleration Program phases including OLA, DAP, and EBA programs. Trace3 provides assessment expertise for the 1,800-server migration across five data centers.
• Cascale (formerly Sustainable Apparel Coalition)coreStrategic or Co-development PartnerFanatics Brands participates in Cascale and completes the Higg Brand and Retailer Module (BRM) annually, measuring and reporting on sustainability impacts and benchmarking performance against global standards for apparel, footwear, and textile industry.
• AAFA / FLA Apparel and Footwear Industry Commitment to Responsible RecruitmentcoreStrategic or Co-development PartnerFanatics has been a signatory since 2018 to the AAFA/FLA Commitment to Responsible Recruitment, committing to conditions where no worker pays for their job, retains control of travel documents, and is informed of employment terms. In 2025, Fanatics supported AAFA/FLA engagement with Taiwan authorities on responsible recruitment for migrant workers.
• NFLflagshipStrategic or Co-development PartnerPrimary apparel licensee and operator of NFL shop; revenue-sharing merchandise partnership across jerseys, fan gear, and lifestyle products; NFL jerseys reimagined for FIFA World Cup in collaboration with Fanatics.
• NBAflagshipStrategic or Co-development PartnerLicensed merchandise and apparel partnership; operator of NBA Store and NBAStore.jp; digital commerce for NBA properties globally.
• MLBflagshipStrategic or Co-development PartnerLicensed merchandise and apparel partnership; Majestic brand serves as official MLB uniform supplier; Topps trading cards for MLB properties; exclusive memorabilia partnerships with MLB stars including Shohei Ohtani.
• NHLcoreStrategic or Co-development PartnerLicensed merchandise and fan gear partnership across NHL teams and properties.
• Paris Saint-Germain (PSG)flagshipStrategic or Co-development Partner10-year strategic merchandising partnership; official store operations; fan merchandise and lifestyle products for one of Europe's leading soccer clubs.
• Juventus FCcoreStrategic or Co-development PartnerLicensed merchandise and fan gear partnership for the Italian Serie A football club.
• Chelsea FCcoreStrategic or Co-development PartnerLicensed merchandise and fan gear partnership for the English Premier League football club.
• WWEcoreStrategic or Co-development PartnerLicensed merchandise and fan gear partnership for WWE wrestling entertainment properties.
• Formula 1coreStrategic or Co-development PartnerOperator of F1 official online stores including Japanese-language version launched 2021, selling merchandise for all F1 teams including Honda-backed Red Bull Racing and Japanese driver Yuki Tsunoda's AlphaTauri.
• Team USA / IOCcoreStrategic or Co-development PartnerLicensed merchandise and fan gear partnership for Team USA Olympic properties and International Olympic Committee.
• Saudi Arabian Football Federation (SAFF)minorStrategic or Co-development PartnerTopps (Fanatics-owned collectibles brand) partnership with SAFF for soccer trading cards, expanding Topps' growing soccer partnership portfolio in the Middle East.

Scale indicators10 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Panini: Direct competitor to Fanatics-owned Topps in trading cards and stickers, holding exclusive licenses with FIFA, Premier League, NBA, NFL, and UEFA. Most relevant peer to Fanatics Collectibles across both physical and digital card categories.
• New Era Cap: Specialist in licensed sports headwear and apparel with deep ties to MLB, NFL, NBA. Directly competes with Fanatics' Lids retail chain (2,000+ stores) and headwear-focused assortment within Fanatics Commerce's portfolio.
• '47 Brand: Licensed sports apparel and headwear company focused on NFL, MLB, NBA, NHL, and college. A direct rival to Fanatics Commerce in the licensed fan gear and lifestyle category across both DTC and retail distribution.
• Upper Deck: Sports and entertainment trading card manufacturer (NHL, MLB, NFL Playoffs, Marvel, Disney) competing head-to-head with Topps in licensed memorabilia and trading cards, including authenticated autographs and game-used memorabilia categories.

Others

• DraftKings: Largest US online sportsbook operator. Competes with Fanatics Sportsbook within the Fanatics Inc. ecosystem for state licenses, marketing spend, and consumer share; adjacent to Fanatics Commerce through the Fanatics ONE loyalty flywheel.
• FanDuel: Flutter Entertainment-owned US sportsbook leader. Direct competitor to Fanatics Sportsbook across mobile wagering, iGaming, and prediction market adjacencies; indirectly relevant to Fanatics Commerce via the integrated Fanatics ONE ecosystem vision.
• Dick's Sporting Goods: Major US sporting goods retailer that is both a wholesale distribution partner for Fanatics and a competing destination for licensed fan gear, team merchandise, and headwear (House of Sport format). Channel partner and partial competitor.

Broad incumbents

• Adidas: Global athletic apparel incumbent with licensed sports partnerships (e.g., UEFA, FIFA) that compete with Fanatics Commerce in licensed jerseys and fan gear, particularly in international markets where Fanatics is expanding (Europe, Japan).
• Nike: Global athletic apparel giant with longstanding league licensing relationships (NBA, NFL jerseys) that overlap with Fanatics Commerce's licensed fan gear and jersey category. Nike is significantly larger and broader, but a key competitor for license rights and consumer mindshare in licensed sports apparel.
• Under Armour: Performance athletic apparel brand with limited licensed sportswear presence. Competes with Fanatics Commerce primarily in team-issued athletic apparel and uniforms, particularly at the college and amateur levels (e.g., NCAA school deals).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fanatics
• LinkedInlinkedin.com/company/fanatics-inc-
• Instagraminstagram.com/fanatics
• YouTubeyoutube.com/fanatics
• TikToktiktok.com/@fanatics
• Facebookfacebook.com/Fanatics

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fanatics Commerce