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Fanatics leadership outlined an ambitious growth plan that blends sports merchandise, betting, collectibles, and financial services into one connected ecosystem. The strategy centers on deeper engagement with fans and turning everyday spending into long term revenue across multiple verticals.
The plan stretches across the next decade, with a new credit card positioned as a key accelerator.
Good to Know
Michael Rubin, chief executive officer of Fanatics, said the company could reach $50 billion in annual revenue within the next five to ten years.
Rubin shared the outlook in an interview with Forbes, pointing to expansion across financial services and prediction markets as part of the next phase of growth. The company already spans merchandise, collectibles, betting, and ticketing, all tied together under one brand.
Licensed merchandise continues to anchor the operation, generating roughly $7 billion in annual revenue. Collectibles and trading cards add another $4 billion, while betting and gaming contribute around $2 billion.
Fanatics also operates official online stores for major professional leagues and many US colleges. The group owns the Lids retail chain and partners with Barnes and Noble on college campuses, extending reach beyond digital channels.
Those combined businesses create a broad base that Rubin views as a launchpad rather than an end point.
Fanatics poured heavy investment into online sports betting over the past few years, entering a market dominated by DraftKings and FanDuel.
The betting segment now generates about $2 billion in revenue but remains unprofitable. Rubin acknowledged that losses persist, framing the sportsbook as a long game tied to customer lifetime value rather than immediate returns.
Integration with merchandise and ticketing remains central to that approach.
While Fanatics holds a strong position in the US, international revenue remains modest at around $1 billion annually. Rubin described global markets as a major growth lever.
A trading card store opened in London last year, offering a glimpse of how the brand plans to scale outside North America. Additional international expansion remains under evaluation.
Fanatics plans to launch a branded credit card later this spring. The product targets sports fans and connects spending across betting, merchandise, and ticketing.
Rubin said the company believes the card could evolve into another billion dollar revenue stream. Purchases made with the card would feed back into the broader Fanatics ecosystem, reinforcing loyalty and repeat engagement.