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Fanatics plans up to $1B in gambling ads for 2027
Michael Rubin wants the No. 1 US sportsbook, while the US brand search still has Fanatics far behind FanDuel and DraftKings.
Fanatics plans to lift gambling advertising from $350M this year to as much as $1B in 2027.
CEO Michael Rubin said the company could spend “800M or $1B” next year. He put Fanatics at “more than 10%” of the US betting market and called it “a distant number three” behind DraftKings and FanDuel.
The company entered sports gambling in 2023.
Rubin said merchandise and collectibles should help take company revenue to about $14B this year, up 40%, with about $2B from sports gambling. The betting unit is still unprofitable. He pointed to about $2B in free cash flow this year, about $1B in net cash, and no debt. Private ownership, he said, lets Fanatics fund the betting unit from the other businesses.
In September 2026 FanDuel search rose 66.7% from August and DraftKings rose 34.3%. Fanatics fell 8.6%.
Offshore brands, Bovada and BetOnline, lead US brand search. DraftKings and FanDuel, the books in Rubin’s quote, are only third and fourth, with Fanatics 33rd.
