Fanatics and Ticketmaster Team Up for a Game-Changing Ticketing Experience
Big news in the world of sports and entertainment—Fanatics, the giant in sports merchandise, is officially stepping into the ticketing game, and they’re doing it in partnership with none other than Ticketmaster. This collaboration is a major move that could reshape how fans buy their game tickets and sports gear in one seamless experience.
So, here’s how it works. Fanatics has launched the Fanatics Ticket Marketplace , an all-new platform where users can buy resale tickets directly through the Fanatics app. But that’s not all—this isn’t just about selling tickets. The deal is actually a two-way street. Now, Ticketmaster tickets will be available on Fanatics, and at the same time, Fanatics merchandise will also be listed on Ticketmaster. Essentially, this means you can grab your favorite team’s jersey while securing tickets for their next big game—all in one place.
Fanatics has been expanding aggressively over the years, starting with apparel and memorabilia, then moving into trading cards, and even sports betting. But ticketing has been the missing piece—until now. The company explored different ways to enter the space, including potential acquisitions and building a platform from scratch. Ultimately, they decided to team up with Ticketmaster to maximize their reach and create a more integrated experience for fans.
According to Tucker Kain , Fanatics’ chief strategy and growth officer, the goal is to provide the most comprehensive offering possible. Partnering with Ticketmaster—arguably the biggest name in ticketing—ensures they can reach a vast audience right from the start. And while the financial details of the deal haven’t been disclosed, Kain confirmed that it’s a commercial partnership without any exchange of equity.
This move is also a big win for Ticketmaster, which has been expanding its reach by integrating with various platforms like Spotify, Meta, and BandsInTown . Now, with Fanatics, they gain access to a massive audience of dedicated sports fans who are already shopping for gear and collectibles. Joe Berchtold , President and CFO of Ticketmaster’s parent company, Live Nation Entertainment , emphasized that their mission is simple: sell as many tickets as possible by meeting fans wherever they are. And a lot of sports fans are already on Fanatics.
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Beyond ticket sales, Fanatics is looking at the bigger picture. Their redesigned app , which already includes e-commerce, trading cards, and free fantasy games, now integrates ticketing as another way to engage users. They’re even offering reduced ticketing fees for Fanatics buyers as an incentive. And the company isn’t stopping there. They’re introducing app-exclusive products , like their recent MLB collaboration with Japanese artist Takashi Murakami , which was only available through the app.
The numbers speak for themselves— Fanatics saw an 80% jump in app revenue in February 2025 compared to last year . The company’s expansion strategy is clear: make the Fanatics app a “daily habit” for sports fans, where they check scores, shop for gear, play fantasy games, and now, buy tickets—all in one place.
Fanatics isn’t new to major partnerships. Back in 2021, they teamed up with the NFL and Amazon to sell licensed merchandise through the e-commerce giant, giving them access to millions of sports fans worldwide. They also worked with Ticketmaster before in a smaller 2018 marketing partnership. But this latest deal takes things to another level.
At the core of it all is data and personalization . Fanatics already has a database of over 100 million sports fans , and this new ticketing integration gives them even more insights into their customers’ behavior. From what teams they support to the merch they buy and now the games they attend, Fanatics is building a fully connected fan experience .
Michael Rubin, CEO of Fanatics, has always been clear about his vision—to make Fanatics the go-to platform for sports fans . And with this move, they’re well on their way. Whether you’re grabbing a jersey, trading a card, placing a bet, or securing your seat at the next big game, Fanatics wants to be the one-stop shop for everything sports-related.
So, if you’re a sports fan, this partnership is definitely something to watch. With Fanatics and Ticketmaster joining forces , getting your tickets and team gear just got a whole lot easier.
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