Fanatics CEO Michael Rubin has announced in a recent interview the company will be launching a predictions market product in partnership with Crypto.com “in the next couple weeks.”

Prediction markets have emerged as a hot new niche in the U.S., and sports betting, specifically, is drawing in a lot of attention from investors and bettors alike. Currently, the market is dominated by a few major players like Kalshi and Polymarket, both of which have witnessed rapid growth and increasing institutional interest.

However, over the past few months, a number of new entrants have made their way in a bid to capitalize on the momentum and secure early footholds in the sector.

Crypto.com, a global crypto exchange, has recently forayed into providing regulated event contracts and has offered its infrastructure to a number of consumer-facing platforms like Underdog and Hollywood.com in launching dedicated prediction markets.Neither Fanatics nor Crypto.com had confirmed the development at press time.

Fanatics already operates a sportsbook via its subsidiary Fanatics Betting and Gaming, but the company leadership had previously clarified that it had no plans to enter the prediction markets space, with top executives remaining cautious over the regulatory uncertainty at the time.

This collaboration aims to leverage Crypto.com’s platform to create a space where users can engage in prediction-based activities, potentially expanding both companies’ reach in the digital and sports sectors.