New Platform Lets Users Trade on Sports, Finance and Cultural Events
Fanatics is expanding beyond merchandise and sports betting with the launch of Fanatics Markets, a prediction market platform debuting this week in 24 states, including major markets such as California, Texas, Florida and Washington. The product rollout begins Wednesday and will expand across several regions over the next few days.
The new service allows users to trade event contracts tied to outcomes in sports, economics, politics and financial markets. According to the company, additional categories — including tech, entertainment and stock-related predictions — will be introduced in early 2026.
Rollout Begins With Sports, Finance and Political Contracts
The first phase launches Wednesday in 10 states, offering markets in sports, finance, economics and politics. Subsequent waves on Thursday and Friday will bring the platform to the remaining states.
Matt King, CEO of Fanatics Betting and Gaming, said the move builds on the company’s broader strategy to diversify fan engagement. “We’re giving fans a safe, and intuitive way to engage with the moments that move sports and culture — and to pick a side and profit along the way if their prediction is correct,” he said.
Prediction markets have grown rapidly alongside legalized online sports betting. Platforms like Kalshi and Polymarket have helped normalize real-money event trading, prompting sportsbooks to enter the space. DraftKings acquired Railbird to launch its own version, and FanDuel is preparing a joint platform with CME Group. Fanatics had already signaled its intentions, with CEO Michael Rubin confirming last month that the company planned to expand into prediction markets.
Pricing Powered by Crypto.com and Integrated Fanatics Wallet
Fanatics Markets will rely on pricing data provided by Crypto.com, enabling real-time odds and contract pricing across the platform. Customers will use a shared wallet that connects all Fanatics products — merchandise, tickets, gaming and collectibles — and will be able to set deposit and session limits for responsible participation.
King described the launch as just the beginning. “This is really the top of the first inning on a market that’s going to grow exponentially over the next five to 10 years,” he told CNBC, adding that timing was less important than entering a space with strong demand.
State-by-State Launch Schedule
Wednesday: Alaska, Delaware, Hawaii, Idaho, Maine, New Hampshire, North Dakota, Rhode Island, South Dakota, Utah
Thursday: Alabama, Minnesota, Mississippi, Nebraska, New Mexico, Oklahoma, Oregon, South Carolina, Wisconsin
Friday: California, Florida, Georgia, Texas, Washington
“For us, this was just a logical extension in terms of something else sports fans want to have access to,” King said. With this expansion, Fanatics pushes deeper into real-time interactive gaming, positioning itself alongside — and directly against — the biggest names in the prediction market ecosystem.