NFL Names Fanatics Its Official Sportsbook In New Multi-Year Deal
The partnership gives Fanatics access to premium NFL media inventory, including in-game advertising and media sponsorships alongside the league's broadcast partners.
Fanatics Betting and Gaming has struck a new multi-year partnership with the NFL, making Fanatics Sportsbook the league's official sports betting partner and Fanatics Casino its official online casino partner. Neither side disclosed financial terms of the agreement, which fills a sponsorship gap the NFL had carried since its previous betting deals lapsed in April.
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The partnership gives Fanatics access to premium NFL media inventory, including in-game advertising and media sponsorships alongside the league's broadcast partners. Fanatics Sportsbook and Fanatics Casino also gain NFL hospitality and fan-experience assets, including Super Bowl packages and VIP access at marquee league events throughout the season.
Both platforms also pick up marketing rights to NFL intellectual property, covering league, team and marquee event marks such as the Super Bowl and the NFL Draft. Fanatics Sportsbook currently operates in 22 states and Washington, D.C., while Fanatics Casino is live online in Michigan, New Jersey, Pennsylvania and West Virginia.
Filling A Sponsorship Gap
The NFL opened this year without an official sportsbook after its previous marketing deals with DraftKings, FanDuel and Caesars Sportsbook expired in April. At one stage, the league had run with as many as seven approved sportsbook partners, a group that shared the "exclusive" label without any single operator actually holding it.
The new deal makes Fanatics the only operator with both an official sportsbook and an official online casino designation from the league, though the agreement is nonexclusive and does not prevent the NFL from signing other operators as the season progresses.
Bill King of the Sports Business Journal, who first reported the agreement as done on Aug. 18, 2026, wrote that talks continue between the NFL and both FanDuel and DraftKings. According to King's reporting, the sticking point for those operators has been the rising cost of official streaming data from Genius Sports, without which neither can complete a broader league deal.
Caesars, whose own NFL deal also lapsed in April, does not appear to be pursuing a new arrangement with the league, according to King, leaving Fanatics as the most active new entrant into the league's betting sponsorship roster while talks with FanDuel and DraftKings continue.
Building On An Existing Retail Deal
This is not Fanatics' first tie-up with the NFL. The company already holds an exclusive, long-term retail partnership with the league, announced in April 2026 and focused on merchandise and fan experience around the league's global marquee events. The new sportsbook and casino agreement extends that relationship into betting for the first time.
The deal is expected to be formally rolled out before the start of the regular season, giving Fanatics an in-season marketing push as it looks to close the gap on market leaders FanDuel and DraftKings.
Track how the NFL's sportsbook landscape develops through the season at our US gambling news hub.
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