Fanatics partners with Rokt

Fanatics has confirmed a strategic partnership with ecommerce technology supplier Rokt, under which it will deploy Rokt’s relevance engine across its online retail platforms to support customer engagement and revenue generation. 

The agreement will see Fanatics integrate Rokt’s AI-powered technology across Fanatics.com and a range of team and league operated websites.  

The tools are designed to surface tailored content and offers to customers before and after checkout, using real time transaction data to determine relevance at the point of purchase. 

Fanatics said the technology will be introduced initially through Rokt Pay+ and Rokt Thanks, with potential expansion to additional products within Rokt’s portfolio, including advertising and catalogue services, across other parts of its business.  

The rollout is expected to support Fanatics’ international ecommerce footprint, which spans North America, Europe and Asia Pacific. 

Rokt operates a global network that processes billions of ecommerce transactions annually. Through the partnership, Fanatics becomes part of this network, allowing it to connect with a broader pool of online shoppers while maintaining control over how offers and content are presented during the customer journey. 

The partnership reflects Fanatics’ broader strategy of investing in technology to support scale across its diversified operations, which include licensed merchandise, digital commerce and regulated betting and gaming activities.  

Earlier this month, Fanatics Betting and Gaming confirmed the implementation of OpenBet’s Protect Suite across 23 US markets, introducing enhanced geolocation, fraud prevention and AI driven responsible gaming monitoring. 

That compliance upgrade followed the expansion of Fanatics’ regulated sportsbook and prediction offerings across multiple US states, as well as continued investment in risk management and regulatory infrastructure.  

Fanatics has also pursued targeted acquisitions to support its wider financial and trading ambitions, including its purchase of Paragon Global Markets in July 2025. 

The Rokt partnership sits alongside these initiatives, focusing specifically on ecommerce optimization and customer lifetime value across Fanatics’ core retail platforms. 

David Thompson

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