NFL Names Fanatics as New Non-Exclusive Sportsbook and Casino Partner

The NFL has added Fanatics Betting and Gaming to its growing commercial portfolio, naming Fanatics Sportsbook an official sports betting partner and Fanatics Casino an official online casino partner ahead of the 2026 season.

The multi-year agreement gives Fanatics the right to use NFL intellectual property, including league, team and event trademarks, as well as major properties such as the Super Bowl and NFL Draft. Fanatics Sportsbook will also receive access to official NFL data through Genius Sports, the league's exclusive data distributor.

Financial terms of the agreement were not disclosed.

Fanatics strengthens its position in the U.S. betting market

The partnership represents a significant step for Fanatics Betting and Gaming, which has increasingly challenged established operators such as FanDuel and DraftKings since entering the regulated U.S. market.

Fanatics already has a long-standing commercial relationship with the NFL through its merchandise business. That partnership was expanded earlier this year to include on-site retail operations at some of the league's biggest events.

The new agreement now brings the company's sportsbook and casino operations directly into the NFL's commercial ecosystem.

As part of the deal, Fanatics will be able to advertise its products during NFL games, pursue media sponsorships with the league's media partners and participate in official hospitality, fan experiences and other NFL events.

For Fanatics, the exposure comes at an important point in its expansion. The NFL remains one of the biggest customer acquisition opportunities in U.S. sports betting, particularly with the 2026 season approaching.

The agreement is also notable because it is non-exclusive, meaning the NFL can continue to work with additional sportsbook and casino operators.

NFL opens the door to more sportsbook partnerships

The NFL previously operated with three official sportsbook partners: Caesars, DraftKings and FanDuel. Those multi-year agreements expired without renewals earlier this year, temporarily leaving the league without an official sportsbook sponsor.

The new Fanatics agreement changes that situation while leaving room for the NFL to bring other operators back into its commercial lineup.

Reports have indicated that the league remains in discussions with DraftKings and FanDuel, while Caesars is not expected to pursue another NFL partnership.

The shift away from the previous three-way structure could ultimately give the NFL more flexibility in how it manages its sportsbook relationships, particularly as competition between operators continues to grow.

Fanatics' agreement also comes as major U.S. sportsbooks increasingly look beyond traditional betting products, with online casino and other gaming verticals becoming an important part of their broader strategies.

Prediction markets remain a different story for the NFL

While the NFL is expanding its traditional sportsbook and casino partnerships, the league continues to take a much more cautious approach to prediction markets.

Major sports leagues have already entered the sector. The NHL has partnered with both Kalshi and Polymarket, while MLB named Polymarket its exclusive prediction market partner.

The NFL, however, has repeatedly expressed concerns about sports event contracts and their potential impact on the integrity of professional sports.

NFL Commissioner Roger Goodell said last year that the league was not prepared to rush into the prediction market sector while the regulatory and legal environment remained uncertain.

“The risk to the brand is something that we take very seriously, and we won’t risk brand on something until we feel confident that we can do it.”

That position has not changed significantly. In late July, the NFL submitted comments to the Commodity Futures Trading Commission arguing that its proposed rules for prediction markets fell “significantly short” of addressing concerns around market manipulation and consumer protection.

The league has therefore continued to separate traditional sports betting from the rapidly expanding prediction market industry, even as companies such as Kalshi and Polymarket expand their presence across U.S. sports.

For now, Fanatics has secured a major position within the NFL's traditional betting ecosystem, while the league's approach to prediction markets remains one of caution.

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