Michael Rubin says the future of Fanatics is global and much bigger than what the company has built so far, writes Joe Lemire for Sports Business Journal.
Speaking at the CAA World Congress of Sports, Rubin outlined how the company is shifting its focus beyond its already massive U.S. business. While Fanatics generates about $3 billion each from its NFL and MLB merchandise operations, its global soccer business sits at just $1.3 billion. Rubin believes that the number should be far larger, given the sport’s worldwide popularity. With events like the FIFA World Cup ahead, he sees major room for growth.
Rubin also pointed to innovation across Fanatics’ expanding portfolio. Its collectibles division, boosted by the acquisition of Topps, has already surged to $4.5 billion in revenue.
Meanwhile, the company is exploring ways to modernize outdated supply chains, including the potential use of robotics to produce merchandise more efficiently.
Fanatics is pushing beyond apparel and collectibles into emerging markets like sports betting and prediction platforms. Rubin said the company’s sportsbook has already generated $1.6 billion, while newer prediction markets offer opportunities in states without traditional betting frameworks.
Rubin believes deeper engagement across multiple business lines will fuel the next phase of growth.
To learn more about the Lafayette Hill-born billionaire and his plans for Fanatics’ growth, visit Sports Business Journal.
