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Fanatics CEO Michael Rubin estimates U.S. sports betting and gaming marketing spending could reach $7 billion in 2027.
Fanatics itself could spend as much as $1 billion, as Rubin describes an intensely competitive market that includes both sportsbooks and prediction market operators.
Rubin outlined the spending outlook in a CNBC interview. His figures are forecasts, not confirmed industry spending totals or a finalized Fanatics advertising commitment.
Fanatics Could Nearly Triple Its Advertising Spend
“There was probably $3 billion spent in U.S. betting and gaming last year. I bet you there’ll be $7 billion spent in marketing next year,” Rubin said.
The estimate covers the broader marketing space for sportsbook operators, rather than Fanatics alone. It would represent more than twice the roughly $3 billion Rubin estimated was spent in 2025.
For Fanatics, Rubin has recently estimated betting and gaming advertising spending could reach $1 billion in 2027. That would be nearly triple the $350 million he said the company will spend in 2026.
Rubin pointed to Fanatics’ private ownership as an advantage, saying the company is not beholden to Wall Street’s quarterly expectations. He also said Fanatics can direct profits from its merchandise and collectibles businesses toward betting and gaming.
Those comments explain how Rubin sees the broader Fanatics business supporting its wagering ambitions. They do not establish how much funding will ultimately be committed.
Sportsbooks and Prediction Markets Compete for Position
Rubin said the competitive environment “couldn’t be any more competitive.” He identified five well-capitalized competitors: DraftKings, Flutter Entertainment’s FanDuel, Fanatics and the two leading prediction market operators. The supplied report did not name those prediction market companies.
He was “not sure” how much consolidation might occur over the next several years, and warned: “It will not be a fun next couple of years.”
Despite that near-term outlook, Rubin said his five- to 10-year view is brighter. He described sports wagering as fundamentally sound and a good fit within the wider Fanatics ecosystem.
The distinction is important: Rubin is signaling a willingness to compete through a difficult stretch, not predicting a settled market. Both the eventual marketing totals and the extent of consolidation remain open questions.
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Source: As reported by casino.org.
