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In 2027, Fanatics ad spend on its sportsbook could reach $1 billion. CEO Michael Rubin put the 2027 range at $800 million to $1 billion, up from about $350 million in 2026. He shared the plan with Bloomberg, and his target is clear: catch the two market leaders.
For US bettors, a spending fight like this usually means more ads and louder sign-up offers. CasinoUS breaks down the numbers, why Fanatics can afford it, and what to check before chasing a new promo.
Fanatics Ad Spend by the Numbers
Rubin’s comments to Bloomberg give a clear snapshot of where Fanatics stands.
| Metric | Figure |
| Sportsbook ad spend, 2026 | About $350 million |
| Planned ad spend, 2027 | $800 million to $1 billion |
| Projected total sales, 2026 | About $14 billion |
| Betting unit revenue, 2026 | About $2 billion |
| US market share | About 10% |
| Online sports betting launch | 2023 |
| States with Fanatics Sportsbook | More than 20, plus Washington, D.C. |
These are company estimates from October 2026, so they may shift by year end.
Why Fanatics Can Afford Higher Ad Spend
Fanatics has a cash advantage that most sportsbook challengers lack.
First, the company carries no debt, according to Bloomberg. Also, it’s on pace for about $2 billion of free cash flow this year. Free cash flow is the money left after a business covers its running costs.
Because Fanatics is privately held, it doesn’t answer to Wall Street every quarter. In contrast, public rivals often face pressure when marketing costs climb. As a result, Fanatics can move profits from merchandise into sportsbook growth.
Similarly, its fan base gives it a head start. For instance, Fanatics already sells jerseys and trading cards to a huge base of sports shoppers. In August, the NFL also signed it as a league betting partner, next to FanDuel and DraftKings.
Can Advertising Alone Close the Gap?
Higher Fanatics ad spend doesn’t guarantee more market share. Rubin himself calls Fanatics a distant third and admits the US market is harder than a year ago.
DraftKings and FanDuel moved early and locked in large, loyal user bases. Notably, other challengers have thrown big promo budgets at them without loosening that grip. For now, US online betting is widely seen as a duopoly, meaning two companies control most of it.
Smart operators now watch one number above most others: customer acquisition cost. That’s what a sportsbook spends to win one new bettor. If $1 billion brings in players who leave after their first bonus, the math stops working fast.
The leaders aren’t trouble-free either, as the DraftKings patent dispute shows. Still, Fanatics needs bettors who stay, not just bettors who sign up.
Prediction Markets Open Another Front
Fanatics is also competing outside traditional sports betting.
Specifically, the company launched Fanatics Markets in December 2025 and recently bought a licensed exchange and clearing business. Prediction markets let users trade yes-or-no contracts on outcomes, such as who wins a game. Additionally, Rubin told Bloomberg he expects the rules for these markets to change.
Not every operator wants in, though. For example, MGM dropped its prediction markets plan over licensing concerns, while Caesars stayed out.
What Higher Fanatics Ad Spend Means for US Bettors
More ad money usually reaches bettors as bigger sign-up offers, odds boosts and nonstop branding.
If the plan goes ahead, Fanatics branding will be hard to miss on NFL Sundays in 2027. However, a bigger headline offer doesn’t always mean better value. Sportsbook promos follow many of the same rules as casino offers. Because of this, knowing how casino bonuses work helps you spot weak deals.
Before you claim any new sportsbook promo, check these points:
- Playthrough rules: how many times you must bet bonus funds before you can withdraw
- Minimum odds: some offers only count bets placed above set odds
- Expiry dates: bonus bets can expire within days of landing in your account
- State access: Fanatics isn’t live in every legal state, and in Oregon, mobile betting runs solely through the state lottery
Finally, heavy ad seasons can make betting feel constant. Deposit limits, time-outs and other responsible gambling tools help keep your play in check.
The Bottom Line on Fanatics’ $1 Billion Bet
With the cash, the fans and an NFL deal, Fanatics ad spend will make plenty of noise in 2027. Still, money alone hasn’t toppled the market leaders before. If you’re weighing your options, compare US sportsbooks on bonus terms, odds and payout speed before you sign up.
