Founded in 2011 in Jacksonville, Florida, Fanatics has grown from a single store to an international presence with shops in 180 countries. It is also the largest branded sports apparel and merchandise e-commerce site in the world. Thanks to its partnerships with major sports leagues such as the NBA, NFL, NHL, MLB, NASCAR and various European leagues, Fanatics has a huge range of official merchandise and apparel that is updated seasonally.
Fanatics makes it easy to find exactly what you need. Products on its site are categorized by type and league, and you can even search by specific players if you have a favorite in mind. The brand’s streamlined platform means you’ll find it easy to browse.
Whether you’re looking for the latest NFL merch for yourself or you want to get a sports-loving friend or family member something they’ll cherish, Fanatics should be your first stop. Don’t forget you can get an introductory discount code if you subscribe to the brand’s emailing list.
Top Fanatics Product Lines
- Fanatics Authentic:
- Fanatics Authentic is one of the company’s core in-house brands for autographed memorabilia, display pieces, and authenticated collectibles.
- Topps:
- Topps is now part of Fanatics Collectibles and is one of the company’s most important owned brands in trading cards and collectibles.
- Topps Now:
- Topps Now extends Fanatics’ owned collectibles portfolio through event-driven trading card releases.
- Bowman:
- Bowman is another Fanatics Collectibles brand tied to trading cards, especially sports prospecting and rookie cards.
- Merlin:
- Merlin is also included among Fanatics Collectibles brands in the company’s own investor materials.
Top Brands sold at Fanatics
- Mitchell & Ness:
- Mitchell & Ness is one of Fanatics’ most visible featured apparel brands, especially in throwback jerseys and retro fan gear.
- New Era:
- New Era is a major third-party headwear and sports-lifestyle brand commonly sold on Fanatics.
- Nike:
- Nike is one of the most important licensed on-field and fan-apparel brands across the Fanatics ecosystem.
Holiday Deals
Last Edited: August 18, 2026
This page was updated by
Andrew Shafer. Andrew is the editor of Rakuten’s Smart Shopper blog, where he has been producing the articles, guides and how-tos that help Rakuten shoppers score the best deals and earn the most Cash Back for over six years.
