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When Fanatics makes its highly anticipated sportsbook debut later this month, the e-commerce sports merchandise giant will do so at a site familiar to NFL fans. Fanatics will open a retail sportsbook at FedEx Field, the home of the NFL’s Washington Commanders.
The Maryland launch of the company’s new brand, Fanatics Sportsbook, has been confirmed. As of last week, there is no timeline for Fanatics’ online sports betting launch in Maryland. Fanatics and the Washington Commanders will open the sportsbook on Jan. 20, pending regulatory approval. The facility will become the first sportsbook inside an NFL stadium.
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Last week, the Massachusetts Gaming Commission granted initial approval for Fanatics’ Category 3 digital sports betting license. Still, it will require the company to approve a responsible gaming program before it is allowed to launch its platform in that state. The Fanatics platform will be tethered to PENN Entertainment’s Plainridge Park Casino. It joins Barstool Sportsbook, BetMGM, Caesars Sportsbook, and WynnBet as online sportsbook operators, winning initial approval in Massachusetts.
The selection of FedEx Field as the site for Fanatics’ sportsbook debut should not surprise industry observers. In November, Maryland regulators issued a sports betting license to Fanatics through the company’s partnership with the Commanders. Over the summer, there were strong indications of a forthcoming collaboration when work orders revealed that “Fanatics Sportsbook at FedEx Field” appeared on “multiple contractor lists” in the Washington, D.C., area. Weeks later, the Maryland Lottery and Gaming Board approved a sports betting license for the NFL venue in a 6-1 vote.
While there are indications that the Fanatics’ retail sportsbook will remain closed for Commanders’ home games, the NFL has yet to make a formal announcement. NFL policy restricts clubs from opening the doors of an in-stadium sportsbook facility on the same day an NFL game takes place within the vicinity of the stadium. Last August, ESPN reported that the Commanders knew of the stipulation when the franchise applied for a Maryland license but decided to apply anyway.
Fanatics’ entry into sports betting could represent a tipping point for the industry. Beyond sports betting, Fanatics has a robust platform for NFT collectibles through its $500 million acquisition of Topps last year. As a result, Fanatics could become a centralized platform for online sports betting, NFTs, and the purchase of NFL merchandise through a common wallet. With deep inroads in all three, Fanatics may serve as “one-stop shopping” for the entertainment dollar of fans inside expansive sports venues.
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