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Fanatics Partners with Rokt for Enhanced Sports Shopping Experience

In a significant move aimed at improving the shopping experience of sports fans worldwide, Fanatics, the leading global sports platform, has entered into a strategic partnership with Rokt, a premier e-commerce company renowned for its machine learning and AI capabilities. The collaboration, announced on December 12, 2025, is designed to deliver highly personalized and relevant content to sports enthusiasts before and after checkout.

Leveraging AI for Real-Time Relevance

Rokt's sophisticated e-commerce technology will allow Fanatics to provide exclusive offers and content tailored to individual fans. By utilizing Rokt’s AI-driven approach, Fanatics aims to enhance transaction moments, creating a more engaging shopping experience on its various platforms, including Fanatics.com as well as official team and league sites.

According to Michael Rubin, CEO of Fanatics, the company's mission is to continuously refine and improve the fan experience. “This partnership is a testament to our commitment to ensuring that shopping with us is not only seamless but also significantly more relevant,” he stated.

The Partnership in Action

The initial phase of this partnership will revolve around the integration of Rokt Pay+ and Rokt Thanks services, focusing on enhancing the overall shopping journey for fans. As the collaboration progresses, Fanatics plans to broaden its utilization of Rokt's extensive product offerings, which includes Rokt Ads and Rokt Catalog, across multiple facets of the business.

Bruce Buchanan, Rokt's CEO, expressed enthusiasm over this renewed partnership, pointing out that Fanatics has set new benchmarks in creating remarkable fan experiences. The companies' collective efforts are projected to unlock not just improved relevance but also new revenue streams throughout Fanatics’ expanding portfolio.

A Global Perspective

This partnership is notable for its global scope. Fanatics boasts an extensive international presence, and with Rokt’s operational capabilities across North America, Europe, and the Asia-Pacific regions, the collaboration extends its reach to a vast audience of sports fans. By joining the Rokt Network, which facilitates over 7.5 billion transactions annually, Fanatics taps into a powerful platform connecting hundreds of millions of shoppers worldwide.

The implications of this partnership go beyond mere transactions; it signals a shared vision for both companies in transforming the shopping experience for millions of sports fans. As they continue to grow their respective enterprises, Fanatics and Rokt aim to deliver increasingly pertinent experiences, ultimately elevating the way fans interact with their beloved sports brands.

About Fanatics and Rokt

Fanatics stands as a premier global sports platform, providing a broad array of products and services, from licensed team gear to digital collectibles and betting solutions. With a dedicated workforce exceeding 22,000 and a rich history of serving over 100 million sports fans worldwide, Fanatics is instrumental in maximizing the presence of its extensive network of sports partners.

Rokt, on the other hand, is at the forefront of e-commerce, utilizing AI to enhance the relevance of consumer transactions—an innovation that has earned the trust of industry leaders such as Live Nation and PayPal. With a promising revenue growth of 40%, Rokt continues to expand its technological prowess through strategic acquisitions.

This transformative partnership between Fanatics and Rokt is poised to redefine the future of sports e-commerce, where fans not only shop but engage in a truly personalized experience that resonates with their passion for sports.