Because why stop at selling jerseys when you can let people trade on Taylor Swift sightings, debate-night meltdowns, and whether the Cowboys will blow another postseason?
Fanatics CEO Michael Rubin told CNBC this week that his company plans to launch prediction markets “in the next couple of weeks,” marking the boldest move yet by a major U.S. sportsbook operator into a space historically dominated by upstarts like Polymarket and Kalshi. And yes, Fanatics isn’t doing it alone. They are reportedly partnering with Crypto.com to power the new markets.
If you’re keeping score at home, that’s the biggest brand in sports merchandise teaming up with one of the biggest names in crypto to let people trade on everything from political chaos to pop-culture drama. What could possibly go wrong?
Why This Matters: Prediction Markets Are Suddenly Everywhere
Rubin is not subtle about it. He thinks sportsbooks have a natural advantage in this sector, and he is not wrong. They already have the user bases, the licensing footprints, and the infrastructure. Why let prediction markets eat your lunch when you can simply take a seat at the table?
As one industry report put it, if there were a prediction market on which sportsbook would jump in next, Fanatics would have been the favorite all along.
Meanwhile, the broader environment is shifting fast:
- Regulators are loosening up on event-contract trading.
- Crypto platforms like Crypto.com are dipping their toes into U.S. prediction markets.
- Younger bettors are already accustomed to market-style wagering thanks to the rise of Polymarket.
Fanatics entering this space is the moment when your favorite indie band gets signed to a major label. It was inevitable and the industry is about to look very different.
But Don’t Get Too Excited… Geography Still Ruins Everything
One major wrinkle is that not every state will allow this stuff.
Fanatics’ markets, especially sports-related ones, could be restricted to states without legalized sports betting. States that dragged their feet on sports betting might get the cool new toys first.
Why Fanatics Wants In
Beyond the obvious revenue potential, this is about future-proofing.
Prediction markets are exploding in popularity:
- They are social.
- They are viral.
- They attract retail users in a way traditional sportsbooks do not.
- They offer markets on anything from the Oscars to congressional hearings to celebrity breakups.
It is part sportsbook, part stock market, and part chaos engine. Fanatics clearly wants a slice.
And with Rubin telling CNBC they will launch within weeks, it is clear this is not a distant roadmap item. This is happening now.
What This Means for Fans, Bettors Everywhere
If Fanatics executes well:
- Prediction markets will go mainstream.
- You will see outcome-trading right next to your player props.
- Affiliates (hello Cleatz and friends) will have a new vertical to work with.
- Politics and sports will collide in a way that is either beautiful or terrifying. Possibly both.
Meanwhile, the smaller players like Polymarket and Kalshi are officially on notice. Competing with a sports-merch giant backed by Crypto.com is a different ballgame entirely.
Fanatics moving into prediction markets is one of the most significant shifts in the U.S. wagering landscape in years. It signals a future where fans don’t just bet, they trade outcomes across sports, politics, finance, entertainment, and whatever else the internet obsesses over next.
Rubin says it is coming in “a couple of weeks.” If he delivers, the entire gambling meets markets ecosystem is about to get flipped upside down.
And you better believe we will be covering it every step of the way.
