UPDATE: Fanatics has just launched its highly anticipated prediction market platform, Fanatics Markets, allowing users to bet on outcomes across sports, finance, culture, and more. This strategic move was announced Wednesday and marks a significant expansion for the renowned global sports platform.
This launch is crucial as Fanatics aims to leverage its established brand trust to penetrate the competitive prediction market sector. With increasing interest from consumers, the platform provides an innovative avenue for Fanatics to engage its existing customer base while attracting new users.
CEO Matt King emphasized the importance of brand recognition in this space, stating, “In a market requiring users to provide personal information and deposit funds, a well-known and respected brand provides a crucial level of assurance.” This is particularly vital for new concepts like prediction markets, where users may hesitate to participate with unfamiliar entities.
Fanatics has taken significant steps to ensure compliance and mitigate risks before this launch. In July 2025, the company acquired Paragon Global Markets, LLC, a federally registered introducing broker with the Commodity Futures Trading Commission (CFTC). This acquisition equips Fanatics Markets to navigate the complex regulatory landscape inherent to the futures industry. Additionally, the platform will connect users with pricing options from Crypto.com, a recognized exchange.
King also identified two main challenges facing Fanatics Markets. First, the prediction market space is highly competitive, attracting substantial venture capital and leading to potential irrational economic choices. Fanatics must strike a balance between being aggressive and maintaining business discipline to ensure long-term growth. Second, established investment platforms like Robinhood and WeBull are expanding into sports-related products, presenting direct competition.
The rollout of Fanatics Markets will occur in two phases. The first phase includes markets centered on sports, finance, economics, and politics, while the second phase will expand into crypto, stocks, climate, pop culture, tech, movies, and music. The user-friendly app will feature an interface similar to the existing Fanatics Sportsbook.
As the sports and finance worlds collide, Fanatics Markets promises to enhance the user experience and redefine engagement within these sectors. This expansion aligns with Fanatics’ broader strategy to connect sports with various cultural elements, creating unique experiences for customers, such as recent events featuring rapper Travis Scott and NFL legend Tom Brady.
In summary, the launch of Fanatics Markets marks a pivotal moment for both the company and its users. With a focus on leveraging brand trust and compliance, Fanatics is poised to make a significant impact in the prediction market arena. As the platform begins to roll out, all eyes will be on how it performs in this rapidly evolving landscape.
Stay tuned for updates as this story develops and the platform becomes available to consumers.
