Ticketmaster and Fanatics Join Forces for Ticket and Merchandise Sales

Julie Anne L.
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Fanatics has entered the ticketing market through a strategic partnership with Ticketmaster. This collaboration allows sports fans to buy tickets directly on the Fanatics app while also making Fanatics merchandise available on Ticketmaster. The move aims to create a seamless experience where fans can purchase tickets and gear in one place.

Ticketmaster
Photo via Scott Schild

A One-Stop Shop for Sports Fans

Fanatics has grown significantly since CEO Michael Rubin acquired the company in 2011. It started with sports apparel and later expanded into trading cards and sports betting. Now, it adds ticket sales through a partnership with Ticketmaster, one of the largest ticketing platforms.

Fanatics’ Ticket Marketplace will feature Ticketmaster resale tickets, but users will buy them directly through the Fanatics app. This move integrates ticket sales with Fanatics’ existing products, offering fans a more comprehensive shopping experience.

“We didn’t think there was necessarily a need for just another ticketing company,” said Tucker Kain, Fanatics’ chief strategy and growth officer. “We’re tying it to your Fanatics ID, so we can understand what a fan does across merchandise, trading cards, betting, and now ticketing.”

What This Means for Fans

This partnership simplifies how fans buy sports-related products. Key benefits include:

  • Easier access to tickets and merchandise – Users can buy game tickets and team gear in one place.
  • Exclusive Fanatics App Perks – Fanatics will offer reduced fees and loyalty rewards for app users.
  • More Personalized Shopping – Fanatics will use data from users’ Fanatics ID to tailor recommendations and promotions.

How Ticketmaster Benefits from the Deal

For Ticketmaster, this partnership provides access to Fanatics’ massive database of over 100 million sports fans. Ticketmaster already collaborates with brands like Spotify, Meta, and Bandsintown to list tickets across multiple platforms. Adding Fanatics strengthens its reach within the sports community.

“Our job is to help all of our clients—sports, concerts, everybody—sell as many tickets as they can,” said Joe Berchtold, president and CFO of Live Nation Entertainment, Ticketmaster’s parent company. “There are a lot of sports fans at Fanatics.”

A Growing Ecosystem

Fanatics continues to evolve into an all-in-one platform for sports enthusiasts. The company already operates in several industries:

Ticketmaster
Photo via Fanatics
  • Apparel & Merchandise – The largest division, generating $6.2 billion in 2024.
  • Trading Cards & Collectibles – An expanding sector worth $1.6 billion.
  • Sports Betting – A newer venture, generating $300 million.

By integrating ticketing, Fanatics strengthens its position as a go-to hub for sports fans. The company is also exploring event hosting, potentially leveraging its Live Nation partnership for future collaborations.

Looking Ahead

With Fanatics’ Ticket Marketplace available exclusively on its app, the company aims to increase daily engagement. Fanatics’ CFO, Glenn Schiffman, noted that the app saw an 80% revenue increase in February 2025 compared to the previous year. Fanatics also plans to roll out exclusive app-only promotions, including special releases tied to major sports events.

By combining sports merchandise and ticket sales, Fanatics and Ticketmaster have created a unique fan experience. The partnership represents a major step in Fanatics’ goal of becoming a one-stop shop for all things sports-related.

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Hey, it's Julie! Fueled by coffee and cuddles from my 5 feline overlords, I'm on a perpetual quest for the perfect plate. When I'm not exploring new restos, you'll find me curled up with a good book or planning my next adventure.

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