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

When one of the world’s largest sports merchandise platforms evaluates e-commerce technology providers, its decision carries significant weight across the retail industry. Fanatics, ranked No. 15 among North American online retailers by Digital Commerce 360, made headlines in December 2025 when it announced its return to the Rokt Network after previously exploring alternative solutions.

The partnership underscores a fundamental truth in modern e-commerce: when companies at scale need to maximize transaction-level relevance and unlock new revenue streams, they turn to proven technology leaders.

Understanding the Rokt and Fanatics partnership

Fanatics selected Rokt to power AI-driven relevance across its global e-commerce experience, deploying the technology across Fanatics.com and team and league sites worldwide. The integration focuses on surfacing highly relevant, exclusive content and offers to sports fans before and after checkout.

“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,” said Michael Rubin, CEO of Fanatics, in a December 2025 announcement. “Rokt’s technology will help us deliver on our promise to fans.”

Rokt CEO Bruce Buchanan acknowledged the significance of Fanatics’ decision to return to the network. “Fanatics has redefined what it means to deliver an exceptional fan experience,”he said. “We’re thrilled to see Fanatics returning to the Rokt Network, and we believe we’ll be able to help Fanatics unlock even greater relevance throughout the ecommerce journey.”

Why this partnership matters

The Rokt and Fanatics collaboration is not simply a standard technology vendor relationship.

According to TechPlugged, Buchanan described the renewed partnership as significant for the Rokt Network, a tech company that leverages AI and machine learning capabilities to make ecommerce experiences more tailored and bespoke to individual users.

Fanatics’ return speaks to the core value proposition that Rokt delivers to enterprise e-commerce partners. The company’s platform processes more than 7.5 billion transactions annually across its network, connecting hundreds of millions of shoppers through what the company calls The Transaction Moment, the critical point in e-commerce spanning from selection to confirmation when customer attention, trust, and intent reach their peak.

The technology behind the partnership

Fanatics will initially leverage two core Rokt products to transform its checkout experience:

Rokt Pay+ operates on the payment page, analyzing transaction data in real time to surface relevant offers without disrupting the purchase flow.

Rokt Thanks appears after purchase completion, creating additional engagement opportunities during the confirmation phase.

The sports retailer has also announced plans to expand its use of additional Rokt offerings, including Rokt Ads and Rokt Catalog, across other areas of its business. This multi-product integration strategy reflects the comprehensive nature of modern e-commerce optimization.

Fanatics: A top e-commerce powerhouse

Understanding Fanatics’ scale provides important context for why the broader retail industry pays close attention to its technology decisions.

Market position and rankings

Fanatics holds the No. 15 position in Digital Commerce 360’s Top 2000 database, which ranks the largest North American online retailers by annual e-commerce sales. Within the Apparel and Accessories category, Fanatics ranks second only to Nike, and the gap between these two industry leaders continues to narrow.

According to Digital Commerce 360 analysis, Fanatics was the fastest-growing online retailer by web sales in Apparel and Accessories in 2024, increasing its online sales by 28.9% year over year. The publication projects Fanatics’ online sales will reach $10.23 billion in 2025.

Revenue and business diversification

Sacra research estimates Fanatics generated $8.1 billion in revenue in 2024, representing 15% year-over-year growth. CEO Michael Rubin stated in April 2025 that the company is on track to exceed $9 billion in 2025 and reach $11 billion in 2026.

The revenue breakdown illustrates the company’s diversified platform approach:

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

Global reach

Fanatics operates as a global sports platform serving more than 100 million sports fans worldwide. The company works with more than 900 sports properties, including partnerships with major national and international leagues across commerce, collectibles, and betting divisions.

Fanatics’ ambitious 2026 expansion plans

The partnership with Rokt arrives as Fanatics prepares for significant growth initiatives in 2026 and beyond.

Stadium retail expansion

According to Yogonet, Fanatics has secured multiple stadium retail partnerships launching in 2026:

• A new 11,000+ square foot flagship team store at Paycor Stadium for the Cincinnati Bengals, scheduled ahead of the 2026 NFL season
• Takeover of all in-stadium retail operations for the Chicago White Sox, including a 12,000 square foot store
• Expanded partnership with the Baltimore Ravens, adding on-site retail
• Operations at both e-commerce and in-stadium stores for the Tennessee Titans, with plans extending to the team’s new stadium expected in 2027

Sports betting growth

Fanatics Betting and Gaming continues expanding its footprint, now operating in more than 20 states and covering approximately 95% of the U.S. online sports betting market following its acquisition of PointsBet’s U.S. operations.

Fanatics Fest 2026

The company’s signature event, Fanatics Fest, will expand to four days in July 2026, taking over an additional 25% of space inside New York’s Javits Center. The 2025 event drew more than 125,000 fans and featured more than 300 athletes and celebrities, according to Fanatics Inc.

Long-term revenue targets

At the National Retail Federation’s Big Show In January 2026, Rubin indicated that Fanatics could reach $50 billion in annual revenue within five to ten years, according to Yahoo Finance. The company also announced plans to launch a branded credit card aimed at sports fans.

What this means for the Rokt network

Fanatics’ integration strengthens the overall Rokt ecosystem for both e-commerce partners and advertisers. Their global scale adds premium inventory and an engaged fanbase, expanding opportunities across the network.

Rokt’s continued momentum includes revenue growth exceeding 40% year over year to $600 million in 2024. It earned recognition as the #243 fastest-growing company in North America on the 2025 Deloitte Technology Fast 500, with revenue more than tripling over the three-year measurement period.

The Rokt Network now powers billions of transactions annually and is trusted by leading companies, including Live Nation, Macy’s, PayPal, AMC Theatres, Uber, Hulu, Staples, Albertsons, Ulta Beauty, and HelloFresh.

The takeaway

When enterprise retailers evaluate e-commerce technology solutions, they ultimately gravitate toward platforms that deliver measurable results at scale. Fanatics’ decision to return to the Rokt Network after exploring alternatives demonstrates the tangible value that transaction-moment optimization provides for high-volume e-commerce operations.

For retailers seeking to maximize revenue opportunities throughout the customer journey, the Fanatics case study offers a clear lesson: proven technology with demonstrated performance across billions of transactions provides advantages that experimental alternatives cannot match.

The partnership between these two industry leaders, combining Fanatics’ position as a top North American online retailer with Rokt’s transaction-moment expertise, is a prime example of how major retailers are approaching AI-driven personalization at scale.

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