A Strategic Guide to Fanatics Stock Investment


Investors are watching Fanatics, a private titan in sports merchandise, as it moves toward a public offering. With its IPO expected, understanding Fanatics’ current market value and how you can invest is crucial. This article delivers a clear snapshot of Fanatics’ financials alongside actionable insights for those aiming to tap into Fanatics stock before it hits the public market.

Key Takeaways

  • Fanatics is anticipated to complete its IPO by the end of 2024 with strategic expansion such as the acquisition of Topps and aimed profitability goals from CEO Michael Rubin hinting at a strong future stock price.

  • The company has solidified market dominance through key partnerships and expansions into new avenues like sports betting and digital collectibles, supported by a valuation of $31 billion underscored by strategic acquisitions and major funding rounds.

  • Alternative pre-IPO investment opportunities for Fanatics exist, including the Forge secondary marketplace for accredited investors, as well as options to invest in competitive publicly traded companies and ETFs related to Fanatics’ market segments.

Fanatics Stock: A Glimpse into the Future

Fanatics stands at the forefront of a transformational moment, eagerly anticipated by many investors. As a private company, it has not yet opened its doors to public shareholders, but the winds of change are blowing. The expected Fanatics IPO is a beacon on the horizon, projected to occur within a 12 to 24-month window, depending on the fluid dynamics of the business landscape and market conditions. The potential that lies beyond its IPO is resplendent with opportunities for strong revenue and earnings growth, a testament to the company’s robust foundation and forward-thinking strategies.

For sports fans, the name ‘Fanatics’ is not just a brand; it’s a bastion of sports culture, a purveyor of cherished fan gear that adorns the backs of millions. Investing in Fanatics stock represents more than just a financial opportunity; it is an opportunity to own a part of the sports legacy that the company has fervently built. As Fanatics edges closer to its IPO, the anticipation among investors is palpable, each eager to see how this titan will fare in the stock market arena.

IPO Timeline

Understanding the IPO timeline is crucial for potential investors, and Fanatics is meticulously planning its path towards an initial public offering. The company aims to complete its IPO by the end of 2024, with recent hires indicating its active preparation for this significant event, such as bringing on a head of investor relations. Although the exact timing remains unannounced, the company’s spokesperson has confirmed that there is currently no set date for the Fanatics IPO. This approach echoes the company’s meticulous planning and strategic outlook.

Investors keen on the NYSE listings may soon witness the addition of Fanatics to its roster. The forthcoming IPO ignites not just prospects of potential financial gains, but also the company’s readiness to enter the public markets and its strategic positioning. Although the timeline isn’t fixed, the company’s preparations suggest a potential IPO before the end of 2024, poised to make a significant impact and attract a new group of shareholders.

Factors Influencing Stock Price

A company’s stock price post-IPO is often influenced by numerous factors, and for Fanatics, this path is emphasized by an aggressive expansion strategy. The company’s acquisitions have been nothing short of aggressive, with the purchase of Topps for $500 million spotlighting its intention to dominate the market and influence its future stock price positively. This strategic expansion strengthens its market position, indicating to investors the company’s potential for substantial growth.

Beyond acquisitions, the ambitious profitability goals set by CEO Michael Rubin are a testament to the company’s confidence. Rubin’s vision of attaining $8 billion in annual profit within a decade paints an optimistic future for shareholders and is a substantial influencer of Fanatics’ stock price post-IPO. Investors will closely examine this blend of strategic expansion and ambitious goals when considering the value and potential of Fanatics’ stock for their portfolios.

Understanding Fanatics: The Company and Its Market Dominance

Illustration of sports merchandise and fan gear

Founded in 2002, Fanatics has risen to become the standard-bearer in the sports merchandise domain, backed by a coalition of high-profile investors and major sports leagues. The company’s exclusive licensing deals with the NFL and NBA are just the tip of the iceberg in a strategy that has secured its market dominance. Moreover, Fanatics is not content to rest on its laurels; it is venturing boldly into new territories such as digital collectibles, sports betting, and trading cards, broadening its horizons and diversifying its revenue streams. Strategic investments from entities such as Alameda Research and Silver Lake support this expansion, further strengthening Fanatics’ position as a market leader.

For sports enthusiasts, the Fanatics brand isn’t just a source for fan gear; it symbolizes their passion. The company’s market dominance is not a coincidence, but the consequence of intentional actions and partnerships that have established it as a significant player. The name ‘Fanatics’ is thus not just a label on apparel; it is a reflection of the company’s comprehensive understanding of its customers and its unwavering commitment to serving the sports community at large.

Business Model

Fanatics CEO Michael Rubin

Peering beneath the surface of Fanatics’ success reveals a business model that is both innovative and resilient. At its core, the company is dedicated to manufacturing and selling licensed sports merchandise, including branded merchandise, meeting the global demand of ardent sports fans. The strategy is multi-faceted, leveraging:

  • Exclusive licensing agreements

  • Strategic acquisitions like Topps and Mitchell and Ness

  • Partnerships that include producing Nike fan gear for major leagues, such as Major League Baseball

Furthermore, the company’s e-commerce platform, fanatics.com, is a significant revenue driver, boasting impressive monthly sales figures and an average order value that speaks to the brand’s strength in the market.

The company’s approach to the merchandise business is:

  • Flexible and adaptable, rather than static

  • Led by CEO Michael Rubin

  • showing an acute understanding of the markets, customers, and trends

  • positioning itself as a private company with the foresight and agility to adapt to changing market conditions

  • This adaptability, coupled with the anticipation of becoming a publicly traded company in the medium term, has cemented Fanatics’ reputation as a company that continues to innovate and lead, even after two decades in the business.

Market Presence

Fanatics commands a formidable market presence, highlighted by a $31 billion valuation that emphasizes investor confidence and market expectations. The company’s ventures into sports betting, digital collectibles, and trading cards are strategic moves that not only expand its footprint but also resonate with a brand awareness of 46% among sports and outdoor online shoppers in the US. This level of engagement and presence within the market is a clear indicator of Fanatics’ influence and reach, making fanatics profitable in their respective industries.

However, the company’s aggressive strategies have not been without their challenges, such as the legal dispute with DraftKings after hiring a former executive, showcasing the legal hurdles that can arise in the quest for market dominance. Yet, these hurdles have not deterred Fanatics; they have merely added to the tapestry of its market narrative. With every move, whether it be a strategic acquisition or a venture into a new market, Fanatics demonstrates its commitment to growth, setting a precedent for what it means to be a publicly traded company with a vision for the future.

Fanatics Financials: Revenue, Profitability, and Valuation

Fanatics’ ascent to a $31 billion valuation after a $700 million raise in December 2022 is a testament to the company’s financial robustness and investor appeal. The valuation and revenue projections suggest a sound financial position, although detailed financials remain undisclosed. This air of financial success is further amplified by Fanatics’ funding history, which boasts $4.9 billion raised over 11 rounds, a figure that showcases healthy investor interest in the company’s journey to an IPO.

Investors, many of whom are eager to understand the intricacies of Fanatics’ financials, can glean from these numbers a picture of profitability and sustainability. The company’s financial standing represents more than just current success; it forecasts future potential and the revenue streams and valuation that Fanatics could achieve as a publicly traded company. With such a promising financial outlook, the Fanatics IPO is not simply an event; it’s a milestone in the company’s storied journey.

YearFunding Amount
2022$700 million
2021$1.5 billion
2021$325 million
2020$350 million
2015$300 million

Projected Revenue

Fanatics’ financial prowess is perhaps best captured in its projected revenue figures. The company anticipated hitting approximately $8 billion in revenue for 2023, a number that excludes the valuation from trading card rights. This projection is more than just a number; it is a reflection of the company’s growth trajectory and the potential it holds within the sports merchandise and sports betting sectors.

The CEO’s goal of achieving $8 billion in annual profit within the next decade is not just aspirational; it’s a calculated prediction based on the company’s current success and future plans. This projection is a beacon for investors, signaling the company’s commitment to not just maintaining profitability but exponentially increasing it.

For those evaluating the long-term value of the Fanatics stock, these revenue projections offer a glimpse into a future where the company’s financial success continues to soar.

2023$8 billion (expected)
2022$6 billion
2021$3 billion

Current Valuation

The significance of Fanatics’ current $31 billion valuation cannot be overstated. It signifies a strong vote of confidence from the market and sets robust investor expectations for the company’s performance. This valuation is a culmination of strategic acquisitions, such as Flexpro in Latin America and EPI in Italy, and a history of substantial funding rounds that underline the company’s global growth strategy.

In the world of investment, value is more than just a figure; it is a measure of a company’s prospects, its ability to innovate, and its capacity to generate returns. Fanatics’ valuation is thus not merely a number; it represents the collective belief in the company’s future, the faith in its ability to compete, and the promise it holds for shareholders. As Fanatics approaches its IPO, this valuation serves as a cornerstone, a foundation upon which the company’s public market journey will be built.

Competing with the Giants: Fanatics vs. Major Brands

The sports apparel market is a coliseum where titans clash, and Fanatics stands tall among them. Competing with major brands such as Nike, Dick’s Sporting Goods, and DraftKings, Fanatics holds its own in the crowded arena of sports merchandise, sports betting, and digital collectibles. Each competitor brings its own strengths to the table; Nike’s brand strength, Dick’s Sporting Goods’ retail and e-commerce presence, and DraftKings’ foothold in sports betting and digital markets. Yet, Fanatics’ rapid expansion into new business models and strategic investments has allowed it to contend with these giants on multiple fronts.

For fans and investors alike, the competitive landscape is a spectacle to behold. Each move by Fanatics, whether it be an acquisition or a market entry, is a calculated step in a broader strategy to maintain and grow its market share.


Fanatics’ partnership with Nike is a strategic alliance that exemplifies the company’s savvy approach to competition and collaboration. This long-term partnership, set to start in summer 2024, will have Fanatics design and manufacture collegiate sports apparel for select colleges and universities sponsored by Nike. Fanatics’ role in producing replica jerseys, sideline apparel, and women’s fan gear under the partnership highlights its focus on fan merchandise, an area where it excels.

Moreover, Fanatics’ investment in the growth of women’s apparel as part of its collaboration with Nike demonstrates its commitment to expanding its product lines and reaching new customer segments. While Nike continues to outfit college teams, Fanatics will cater to the fans, ensuring that their passion for sports is matched by the quality and design of the apparel they wear. This symbiotic relationship between the two companies enhances Fanatics’ position in the sports apparel market and is a powerful narrative as it approaches its IPO.

Dick’s Sporting Goods

Fanatics’ e-commerce prowess is a direct challenge to Dick’s Sporting Goods’ dominance in online sales and retail store presence. With a robust platform that drives significant online sales, Fanatics is increasingly competing with Dick’s Sporting Goods, which maintains an extensive retail store footprint. Fanatics distinguishes itself with exclusive merchandise offerings, providing sports fans with unique products that cannot be found elsewhere, unlike Dick’s broad range of brands and sports items.

The competition between Fanatics and Dick’s Sporting Goods is a testament to the ever-evolving retail landscape, where online and physical retail stores vie for consumer attention. Fanatics’ strategic placement of fewer but strategically located retail outlets, coupled with its strong e-commerce platform, positions it as a significant player in the sports apparel and merchandise market. As Fanatics moves towards its IPO, the rivalry with Dick’s Sporting Goods is a narrative that underscores the company’s ability to compete with established retail giants in the industry.


Venturing into the sports betting market, Fanatics has boldly acquired PointsBet’s U.S. assets for approximately $150 million, a move that places it squarely in competition with established players like DraftKings. This strategic acquisition is a clear signal of Fanatics’ intention to become a significant force in the sports betting arena, challenging DraftKings’ previously uncontested position. DraftKings, recognized as the official betting partner of several major sports leagues, now faces a new and formidable opponent in Fanatics, which seeks to leverage its brand and fan base to capture market share.

The sports betting sector, once a niche market, has become a battleground for digital sports entertainment and gaming companies. Fanatics, with its acquisition of PointsBet, is poised to disrupt the status quo and offer sports fans new and engaging ways to interact with their favorite sports and teams. The company’s expansion into this market not only diversifies its revenue streams but also enhances its appeal to investors who are keenly watching Fanatics’ growth strategies unfold as it gears up for an IPO.

Investing in Fanatics: Pre-IPO Opportunities and Alternatives

As the anticipation around the Fanatics IPO builds, investors are exploring avenues to partake in the company’s potential success before it becomes publicly traded. While Fanatics remains a private entity, there are pre-IPO opportunities available for accredited investors, offering a chance to invest in the company’s promising future. Additionally, Fanatics shares can be sold pre-IPO through Forge’s secondary marketplace, providing a platform for current owners to connect with interested investors. These options offer a glimpse into the company’s valuation and growth prospects, allowing many investors to get involved with Fanatics before it hits the public markets.

While awaiting the Fanatics IPO, investors have various alternative investments to consider. These alternatives include investing in publicly traded stocks of companies that compete with Fanatics in different sectors, such as Nike, Dick’s Sporting Goods, and DraftKings. These competitors, while not identical to Fanatics, provide investors with the opportunity to invest in the sports merchandise, betting, and digital collectibles markets. As Fanatics prepares for its IPO, these alternative investments can offer a strategic way for investors to diversify their portfolios and gain exposure to similar market segments.

Pre-IPO Investment Opportunities

For those interested in investing in Fanatics before it goes public, the Forge secondary marketplace provides a distinctive opportunity. To participate, one must be an accredited investor, meeting certain financial criteria set by regulatory bodies. On Forge, pre-IPO shares of Fanatics can be bought or sold, connecting current owners with accredited investors and institutions looking to invest in the company’s future. This marketplace is a critical avenue for those who wish to be a part of Fanatics’ growth story before its shares are available on the stock market.

The advantages of investing in Fanatics pre-IPO include:

  • Strategic partnerships and enhanced market access

  • Potential benefits from the company’s expansion and diversification

  • Opportunity to enter at a potentially advantageous point before the broader public has access to invest post-IPO

Investors who choose to invest through platforms like Forge can potentially benefit from these advantages.

Alternative Investments

Investors interested in the sports merchandise and related markets have a plethora of alternative investments available. Nike, a leading competitor in the sports apparel market, presents a solid publicly traded stock option for those looking to invest in a well-established brand with a global presence. For those focused on the retail sector of sports merchandise, Dick’s Sporting Goods offers another publicly traded stock that competes directly with Fanatics in both brick-and-mortar and e-commerce platforms.

DraftKings, a pioneer in the sports betting and digital collectibles markets, represents yet another alternative investment avenue. Its role as an established player in these niches positions it as a competitor to Fanatics’ new ventures and provides investors with a diverse portfolio of digital assets. Additionally, companies that have diversified into sports betting and digital collectibles, much like Fanatics, offer varied investment opportunities in rapidly growing sectors. These alternative investments allow investors to spread their capital across different companies and markets, mitigating risk while awaiting the opportunity to invest directly in Fanatics post-IPO.

ETFs for Fanatics Market Exposure

Exchange-Traded Funds (ETFs) present investors with another avenue to gain exposure to markets related to Fanatics’ business interests. For those seeking targeted exposure to sports betting and iGaming sectors, the Roundhill Sports Betting & iGaming ETF (BETZ) is a compelling option. Similarly, the Consumer Discretionary Select Sector SPDR ETF (XLY) includes investments in specialty and broadline retail sectors, aligning with Fanatics’ involvement in e-commerce and sports apparel markets. These ETFs offer a diversified approach to investing in the broader themes that encompass Fanatics’ business, without the need to invest directly in the company.

Through ETFs, investors can participate in the potential growth of industries in which Fanatics is a key player, while also benefiting from the diversification that these funds provide. For example, by investing in BETZ, investors gain exposure to companies operating within the sports betting and iGaming industries, sectors where Fanatics is actively expanding. On the other hand, XLY offers indirect exposure to e-commerce and sports apparel markets, akin to investing in Fanatics, by including top holdings in these areas. These ETFs serve as a strategic complement or alternative to direct investments in Fanatics or its competitors, allowing investors to tailor their portfolios to their specific risk and interest profiles.

Roundhill Sports Betting & iGaming ETF

The Roundhill Sports Betting & iGaming ETF (BETZ) provides a targeted investment vehicle for those looking to capitalize on the growth of the sports betting and iGaming sectors. As the largest ETF specializing in the gambling sector, BETZ tracks the Morningstar Sports Betting & iGaming Select Index, offering investors a curated selection of industry leaders. This includes companies like Flutter Entertainment, DraftKings, and Evolution AB, which are at the forefront of the sports betting and iGaming industries.

BETZ manages approximately $93 million in assets and comprises 36 holdings, providing a diversified portfolio within this niche market. The ETF is accessible to investors interested in options trading and employs a passive management approach, listed on the NYSE Arca with an expense ratio of 0.75%. It is rebalanced annually to ensure alignment with the index’s constituents.

For investors seeking exposure to the sports betting and iGaming sectors before the Fanatics IPO, BETZ provides a convenient and diversified way to invest in the field.

Consumer Discretionary Select Sector SPDR ETF

The Consumer Discretionary Select Sector SPDR ETF (XLY) is another investment vehicle that aligns closely with Fanatics’ market presence. XLY offers exposure to a broad range of consumer discretionary companies, which includes those in the e-commerce and sports apparel sectors, mirroring the markets where Fanatics operates. For investors seeking indirect exposure to these segments, XLY presents a well-rounded portfolio that captures the essence of consumer discretionary spending.

Top holdings within the ETF’s portfolio include industry giants in e-commerce and consumer services, which parallel Fanatics’ business interests. By investing in XLY, investors gain access to a segment of the market that is vibrant and diverse, much like the fan base that Fanatics caters to. For those seeking a wider investment approach that embodies Fanatics’ engagement in e-commerce and sports apparel, XLY is a strategic choice that delivers precisely that.


As we conclude this strategic guide to Fanatics stock investment, it is evident that the company’s impending IPO is a watershed moment, offering investors an opportunity to partake in the company’s dynamic growth story. Fanatics’ aggressive expansion into new markets, robust financials, and strategic partnerships position it as a powerhouse in the sports merchandise industry. From its projected strong revenue growth to its substantial $31 billion valuation, Fanatics is a beacon of potential for investors.

The path to investing in Fanatics, whether through pre-IPO opportunities, alternative investments, or market-related ETFs, is illuminated with possibilities. Each avenue provides a different lens through which to view and capitalize on the company’s ascent. As Fanatics prepares to transition from a private to a publicly traded company, investors are poised at the starting blocks, ready to embark on a journey that promises to be as exhilarating as the sports that inspire its fan gear.

Frequently Asked Questions

How does Fanatics make money?

Fanatics makes money by selling licensed sports merchandise, sports collectibles, trading cards, and digital assets through its e-commerce site and retail stores. They have exclusive licensing deals with major sports leagues, and also offer sports betting and iGaming services.

How much is Fanatics worth?

Fanatics is worth $31 billion, as of a funding round in December 2022. This valuation reflects its strong position in the sports merchandise sector and expansion into new markets.

Is Fanatics a private or public company?

Fanatics is a privately held company, not publicly traded on NYSE or NASDAQ.

What is the expected timeline for the Fanatics IPO?

The expected timeline for the Fanatics IPO is by the end of 2024, but the exact timing has not been set yet.

Can individual investors buy pre-IPO shares of Fanatics?

Unfortunately, individual investors cannot buy pre-IPO shares of Fanatics, as only accredited investors have that privilege.


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