Fanatics is stepping outside its traditional sports merchandise business with the rollout of Fanatics Markets, a real-money prediction platform that lets users trade on the outcomes of sports, political events, economic indicators and other real-world developments. The company plans to introduce markets for crypto assets, IPO activity, technology milestones and entertainment outcomes by early 2026.
The platform is currently available in 10 states and will expand to 24 states through a phased launch in the coming days. Major regions such as California, Texas, Florida and Washington are expected to be added soon. Fanatics Markets enables users to buy and sell event-based contracts tied to everything from game scores and election results to shifts in macroeconomic data.
The product was developed alongside Crypto.com, and Fanatics’ July acquisition of Paragon Global Markets secured the regulatory approvals needed to operate, including oversight from the CFTC and membership in the National Futures Association.
Fanatics first announced its entry into prediction markets in November as it positioned itself to challenge industry leaders Polymarket and Kalshi, which hold multibillion-dollar valuations.
“With Fanatics Markets, we’re giving fans a safe and intuitive way to engage with the moments that move sports and culture,” said Matt King, CEO of Fanatics Betting & Gaming.
The launch reflects Fanatics’ broader strategy to blend trading products into its vast sports ecosystem, using the company’s brand scale to push prediction markets further into the mainstream.
