Fanatics, Inc. is a global digital sports platform and online retailer specializing in licensed sportswear, sports equipment, and merchandise. The company originated from a brick-and-mortar store founded by Alan and Mitchell Trager in 1995 in Jacksonville, Florida, initially focusing on local team merchandise such as Jacksonville Jaguars apparel. Over time, it expanded into e-commerce and was acquired by Michael Rubin’s GSI Commerce in 2011, which later adopted the Fanatics name and vision.
Since then, Fanatics has grown into a comprehensive platform serving more than 100 million fans globally and partnering with over 900 sports properties, including major professional and collegiate leagues. The firm emphasizes real-time manufacturing, data, and technology to deliver a unique vertical commerce model that offers a consumer-driven, on-demand experience for sports fans.
Fanatics operates multiple business units including Fanatics Commerce (retail of licensed sports merchandise), Fanatics Collectibles (trading cards and memorabilia), and Fanatics Betting & Gaming, providing integrated, personalized fan experiences. Its product range covers licensed jerseys, lifestyle and streetwear, headwear, physical and digital trading cards, sports memorabilia, and digital assets.
The company offers secure shopping solutions, merchandising and fulfillment support, as well as licensing and manufacturing services under the Fanatics brand. Headquartered in Jacksonville, Florida, Fanatics has positioned itself as a leading digital sports brand focusing on the passion and community of global sports fans, leveraging technology to advance the fan experience and maintain a broad presence in the sports merchandise and collectibles industries.