Fanatics licensed sports merchandise

Fanatics originated in 1995 as a local brick-and-mortar sports retail store called "Football Fanatics" in Jacksonville, Florida, founded by brothers Alan and Mitchell Trager. The brand’s trajectory shifted dramatically in 2011 when it was acquired by Michael Rubin through his company, GSI Commerce (which was subsequently sold to eBay, with Rubin buying back the Fanatics assets). Under his leadership, Fanatics transformed from a traditional third-party retailer into a vertically integrated global sports platform.

Today, Fanatics operates as a private powerhouse headquartered in New York and Jacksonville. It has expanded beyond apparel into trading cards (via Fanatics Collectibles and the acquisition of Topps) and sports betting (Fanatics Betting & Gaming). The company utilizes a "v-commerce" model, managing its own design, manufacturing, and distribution to respond rapidly to sports events and fan demand. While it maintains significant manufacturing and fulfillment centers in the United States, its production is global, with operations and facilities spanning across Europe, Asia, and Australia to serve its international base.

As of 2026, the company remains privately held with a diverse ownership group. Founder Michael Rubin remains the Executive Chairman, CEO, and principal individual owner, holding a significant voting stake. Major institutional investors include the SoftBank Vision Fund, Silver Lake, Fidelity, and BlackRock. Notably, major professional sports leagues including the NFL, MLB, NBA, NHL, and MLS also hold minority equity stakes in the company, reflecting its central role in the global sports ecosystem.