Fanatics
Fanatics is a US sports platform that began in 2011 as an online retailer of licensed sportswear and merchandise. It now spans fan apparel, collectibles, betting and live events.
| Origin | United States |
|---|---|
| Founded | 2011, Jacksonville, Florida |
| Founder | Michael Rubin |
| Headquarters | New York City |
| Subsidiaries | Hat World, Topps, Mitchell & Ness |
| Website | fanatics.com |
What is Fanatics?
Fanatics is a private American sports company. It was founded in 2011 in Jacksonville, Florida, by Michael Rubin as an online retailer of licensed sportswear and merchandise, and is now headquartered in New York City.
History
Rubin acquired the sports e-commerce business after selling GSI Commerce to eBay in 2011. The Football Fanatics business had been started in 1995 by brothers Alan and Mitchell Trager.
Products and positioning
Fanatics Commerce sells licensed fan apparel, jerseys and headwear through online shops and apps. Other business lines include:
- Fanatics Collectibles for trading cards.
- Fanatics Betting and Gaming.
- Fanatics Events, including Fanatics Fest.
Licences and ownership
The company has been the exclusive ice hockey jersey supplier for all NHL teams since 2024 and has agreements with leagues such as the NFL, NBA and MLB. Its subsidiaries include Hat World, Topps and Mitchell & Ness.
The group is organised into several business lines besides commerce, including Fanatics Live, Fanatics Advertising and the Fanatics ONE loyalty programme. It operates more than 80 offices, manufacturing facilities and fulfilment centres worldwide, and its investors have included Insight Venture Partners, Andreessen Horowitz, Silver Lake Partners and SoftBank.
Frequently asked questions
Who founded Fanatics?
Fanatics was founded in 2011 by Michael Rubin in Jacksonville, Florida, as an online retailer of licensed sportswear.
What does Fanatics sell?
Fanatics sells licensed sports apparel, jerseys and headwear, and also operates in trading cards, collectibles, betting and live events.