Fanatics kickstarts US sports betting and online casino push

Sports retail giant Fanatics has activated the first stage in a strategic pivot into online gambling by registering trademarks with the US Patent & Trademark office.

Applications were submitted earlier in October to trademark proposed downloadable mobile betting and casino apps by the name of ‘Fanatics Casino’ and ‘Fanatics Sportsbook.’

A separate application for trademarking the Fanatics logo was also submitted to the Patent & Trademark office.

This trademark application covers the offering of a broad base of verticals, including online casino, poker, blackjack, slots, bingo, free-to-play gaming, and betting exchange services.

Tournament poker and online computer gaming tournaments are also included in the application.

In addition, the trademark application also envisions the offering of betting data and content via “periodicals, newspapers, brochures, leaflets, and magazines” in both sports betting and online casino gaming.

No specific artwork or logo was registered by the firm in either of its sportsbook or casino trademark applications.

Fanatics primarily operates as an online retailer of licensed sportswear, sports equipment, and merchandise and operates the e-commerce websites of major professional sports leagues including the NBA, MLB, NFL, and NHL.

In addition, Fanatics operates sites for major media brands including CBS Sports, Fox Sports, and NBC Sports and more than 150 collegiate and professional team properties.

Fanatics fired off a sports betting signal of intent when it poached ex-FanDuel CEO Matt King to an unspecified role in June.

While King’s responsibilities are yet to be officially confirmed by the company, his LinkedIn bio says he is “building something new in sports” in a potential nod to the impending sportsbook project.

Speculation is rife that Fanatics’ switch to sports betting could be facilitated via M&A and this is only likely to intensify following the registration of the betting and igaming trademarks.

At present, Fanatics is currently embroiled in proceedings to acquire a sports betting license in the state of New York having submitted an application in August.

The application included details of a strategic partnership between the firm and rap icon and Roc-Nation founder Jay-Z, who was made vice-chairman of the Fanatics business.

According to documentation filed with the New York Gaming Commission, the US rapper will provide Fanatics with “strategic and creative” direction on the expansion and growth of the Fanatics Sportsbook in New York and across the US.

“It gives it an ability to reach new audiences as well as the tools to amplify its own marketing messages and consumer experiences, thus bringing new customers into the New York State online betting revenue stream and keeping them there through superior engagement opportunities,” Fanatics said in its submission.

“This partnership grants Fanatics the ability to not only appeal to sports fans, but also to the music and entertainment industry, the arts, the fashion industry, and more.

“Fanatics’ name is not only intended to be synonymous with an avid sports fan, but rather, it connotes a complete and all-around entertainment enthusiast.

“Fanatics will not only promote the sports experience, but also other important aspects of entertainment and culture,” the submission concluded.