Why Fanatics returned to Rokt: A case study in e-commerce partnership value

In the competitive landscape of e-commerce, the decisions made by major players can have far-reaching implications. One such decision was made by Fanatics, a leading sports merchandise platform, which recently announced its return to the Rokt Network. This partnership is particularly noteworthy as it highlights the value of strategic technology collaborations in enhancing customer experience and driving revenue growth.

Understanding the Rokt and Fanatics Partnership

Fanatics has chosen Rokt to enhance its global e-commerce experience through AI-driven relevance. The technology will be deployed across Fanatics.com and various team and league sites worldwide. The primary goal of this integration is to present highly relevant and exclusive content and offers to sports fans at critical points in their shopping journey, particularly before and after checkout.

Michael Rubin, CEO of Fanatics, emphasized the company’s commitment to improving the fan experience, stating, “Fanatics’ focus remains on relentlessly enhancing the fan experience, and that includes constantly thinking of ways to make shopping with us more seamless and relevant.”

Rokt CEO Bruce Buchanan also acknowledged the significance of this renewed partnership, noting that Fanatics has redefined the fan experience. He expressed excitement about the potential to help Fanatics unlock greater relevance throughout the e-commerce journey.

Why This Partnership Matters

The collaboration between Rokt and Fanatics transcends a typical vendor relationship. Rokt leverages AI and machine learning to create tailored e-commerce experiences. With over 7.5 billion transactions processed annually, Rokt connects millions of shoppers at what it terms “The Transaction Moment,” the peak point of customer attention and intent during the shopping process.

The Technology Behind the Partnership

Fanatics plans to utilize two core Rokt products to enhance its checkout experience:

• Rokt Pay+: This product operates on the payment page, analyzing transaction data in real time to present relevant offers without interrupting the purchase flow.
• Rokt Thanks: This feature appears post-purchase, creating opportunities for further engagement during the confirmation phase.

Additionally, Fanatics has plans to expand its use of Rokt’s offerings, including Rokt Ads and Rokt Catalog, across various aspects of its business. This multi-product integration strategy exemplifies the comprehensive approach necessary for modern e-commerce optimization.

Fanatics: A Top E-commerce Powerhouse

To understand the impact of Fanatics’ technology decisions, it is essential to recognize its market position. Fanatics ranks No. 15 among North American online retailers, according to Digital Commerce 360. Within the Apparel and Accessories category, it holds the second position, closely following Nike.

In 2024, Fanatics was recognized as the fastest-growing online retailer in its category, with a 28.9% increase in online sales year over year. Projections indicate that Fanatics’ online sales could reach $10.23 billion in 2025.

Revenue and Business Diversification

In 2024, Fanatics generated approximately $8.1 billion in revenue, marking a 15% year-over-year growth. The company aims to exceed $9 billion in 2025 and reach $11 billion in 2026. The revenue breakdown is as follows:

• Fanatics Commerce: $6.2 billion (77% of total revenue)
• Fanatics Collectibles: $1.6 billion (20% of total revenue), with a growth rate of 40% from 2023
• Fanatics Betting and Gaming: Approximately $300 million (3% of total revenue)

Global Reach and Expansion Plans

Fanatics operates as a global sports platform, serving over 100 million sports fans and collaborating with more than 900 sports properties. The company is preparing for significant growth initiatives in 2026, including:

• A flagship team store at Paycor Stadium for the Cincinnati Bengals, launching ahead of the 2026 NFL season.
• Taking over all in-stadium retail operations for the Chicago White Sox, including a 12,000 square foot store.
• Expanding partnerships with the Baltimore Ravens and Tennessee Titans to enhance both e-commerce and in-stadium retail operations.

Additionally, Fanatics Betting and Gaming is expanding its presence, now operating in over 20 states and covering approximately 95% of the U.S. online sports betting market.

Long-term Revenue Targets

During the National Retail Federation’s Big Show in January 2026, CEO Michael Rubin indicated that Fanatics could potentially reach $50 billion in annual revenue within the next five to ten years. The company also plans to launch a branded credit card tailored for sports fans.

What This Means for the Rokt Network

Fanatics’ integration into the Rokt ecosystem strengthens the overall value for both e-commerce partners and advertisers. Their extensive global reach adds premium inventory, enhancing the network’s capabilities and offerings.

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