Today, world-class connectivity company AT&T and global sports platform Fanatics announced an exclusive multi-year partnership, naming AT&T the “Official Connectivity Provider of the Fan.”

Through this wide-ranging partnership, AT&T and Fanatics will combine their respective strengths to deliver new value for fans nationwide, unlocking special benefits for AT&T customers by tapping into Fanatics’ expansive reach and cultural relevance.

The Fanatics ecosystem is comprised of more than 100 million fans and relationships with more than 5,000 athletes and celebrities, creating one of the largest relationship hubs in sports. Fanatics will leverage AT&T’s fast, reliable network and enterprise expertise to extend its ability to deliver immersive, technology-forward experiences for sports fans across its platform nationwide. 

Fanatics is pursuing sports ad dollars as the genre remains resilient even as other types of advertising remain under pressure. While Fanatics is not a broadcaster, it has exposure to the larger sports marketplace, which may be appealing to marketers.

Fanatics was founded as an apparel business, but now encompasses sports betting and prediction markets.

 “At Fanatics, everything we do starts with the fan,” added Tucker Kain, chief strategy officer for Fanatics. “AT&T shares our belief in the power of connection, bringing fans closer to the teams, athletes, and sports moments they’re passionate about, and to each other. This partnership provides an important avenue to help us deliver exclusive access, meaningful rewards and unforgettable moments to more fans.”