Fanatics Sportsbook is set to enter the New York sports betting market by spring 2024 at the latest. It aims to create a comprehensive destination for sports fans and bettors in the Empire State.
Earlier this year, Fanatics Sportsbook launched in Tennessee and Iowa, and it will soon be active in thirteen additional markets, including the New York sports betting market. This expansion is a result of Fanatics’ recent acquisition of PointsBet Sportsbook’s US business for $150 million.
Fanatics already operates a successful sports merchandise store with a strong online presence and retail stores nationwide. With its foray into the sports betting industry, Fanatics aims to become a one-stop shop for everything sports fans need: apparel, memorabilia, and wagering.
Any time will Fans Sportsbook arrived at New York?
Due to PointsBet’s possession of a New York sportsbook license, Fanatics Sportsbook will be able to operate in the Empire State in the near future. However, Fanatics will need to overcome several legal hurdles before the transition can take place, so it won’t happen immediately.
Fanatics aims to finalize the acquisition of PointsBet on August 31. Afterward, Fanatics plans to launch in three PointsBet states at a time until they have acquired all the licenses. This process is expected to be completed by May 2024.
The timeline was outlined in the PointsBet agreement document:
“The initial Completion is expected to be completed on or about August 31, 2023. The ‘Sun Date’ for the Initial Completion and Subsequent Completion to occur is February 2024, with potential extension to May 2024. At the Initial Completion, Purchaser may acquire the entities that own and operate PointsBet’s business in at least three (3) states, with others following on a rolling basis (the ‘Initial U.S. States’).”
It remains uncertain which states Fanatics will prioritize. However, considering that New York is one of the largest legal gambling markets in North America, it can be assumed that New Yorkers won’t have to wait long for Fanatics Sportsbook once the acquisition of PointsBet is finalized.
Additionally, the football season represents one of the most lucrative periods for sportsbooks. With that in mind, Fanatics will likely be eager to enter the major markets as close to the season as possible.
What to anticipate from Fans Sportsbook NEW YORK
Fanatics currently operates in only two states: Tennessee and Ohio. However, Fanatics Sportsbook is currently in a beta testing stage, which means the available markets are limited and only select bettors have access to them.
Fanatics’ operation of a sports apparel and memorabilia shop offers a unique quality that is unmatched by any other sports betting operator. Because of this, Fanatics may introduce unique promotions once launched in New York.
They recently tested one such promotion in the Buckeye State. However, the Ohio Casino Control Commission quickly requested that Fanatics discontinue the offer. The promotion gained attention on Twitter when an Ohio resident shared a screenshot of what appeared when he tried to purchase a $30 Brooklyn Dodgers cap from Fanatics. The company offered the customer a $30 bonus bet on the sportsbook as a reward for buying the item.
While Fanatics aims to be a one-stop shop for sports fans, it is likely that the shop and sportsbook will remain separate entities. Therefore, New Yorkers should not expect to browse between the Fanatics shop website and the sportsbook on a single platform, as that would inevitably lead to underage individuals engaging in betting activities.
Fanatics can’ t keep on getting out of distinction with sportsbook promos
It’s uncertain which OCCC rule Fanatics violated with its apparel purchasing sportsbook campaign. However, the most clear and obvious concern is that it could attract individuals who are not of legal age to wager on sports.
Once Fanatics New York launches, it will have the ability to screen out new users who are below the 21-year-old age limit. Sportsbooks require personal information like date of birth during account creation.
But when someone is browsing Fanatics’ apparel website and clicks on an item they like, there’s no way for Fanatics to verify if the person is old enough to gamble. Fanatics could verify age if the person browsing the site signs into their Fanatics shop account. However, it’s impossible to do so if they don’t have an account.
There has been a crackdown on gambling advertisements and marketing across North America, with a focus on tighter regulations to prevent sportsbooks from targeting minors.
Earlier this year, the New York State Gaming Commission (NYSGC) unanimously voted to impose stricter regulations on gaming operators. One key provision of the new regulations states:
“Prohibiting advertising to an audience that is reasonably expected to be composed of underage individuals.”
Fanatics will likely want to integrate their apparel promotions with the sportsbooks to drive customers to the betting aspect of the business. Whether they can do so without exposing underage bettors to sportsbook advertising remains to be seen. It’s a delicate line to navigate.
Matt Boecker was born in Oak Grass, Illinois. He graduated from Northern Illinois University, where he played ice hockey for the Northern Star team. Afterward, Matt specialized in NFL and NBA coverage for various websites and podcasts before shifting his focus to casino and sports betting coverage.
