Fanatics is expanding outside of the United States for the first time and joining the United Arab Emirates’ regulated gaming market.
Key takeaways
- Momentum operates the UAE’s only licensed sports betting and iGaming platform.
- Fanatics’ gaming revenue grew from $300 million in 2024 to $2 billion in 2025.
- Fanatics has its sights set on being in the UAE for the long term.
The announcement confirming the joint venture says Fanatics and Momentum are aiming to build a “new powerhouse in regional regulated commercial gaming.”
Momentum will contribute its licensed operations and market access across its iGaming, sportsbook, lottery, and content platforms, while Fanatics will provide its gaming technology, operational expertise, and consumer brand that also includes content and memorabilia.
“The UAE has built one of the world's most carefully regulated commercial gaming markets, and this joint venture is a reflection of the confidence that brings,” said Momentum’s chief operating officer Scott Burton. “Combining Momentum's regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term.”
The General Commercial Gaming Regulatory Authority (GCGRA) - the federal agency in charge of regulating gaming activities and operations in the UAE - already approved the change in control of Momentum’s entities.
Although this marks Fanatics' first expansion outside the U.S., the company said it views the UAE as a long-term market.
“The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like,” said Fanatics gaming president Conor Grant. “We are entering this market for the long term, committed to building something genuinely category-defining together.”
Focused on development
The companies did not disclose a detailed breakdown of responsibilities, but the announcement confirmed Momentum and Fanatics both plan to invest in technology, product, and consumer experience.
The joint venture will also commit to responsible gaming, expanding regulated product offerings, and developing the UAE’s wider economy.
Fanatics had already prepared for expansion into the Middle East. Earlier this month, the company revealed it intended to build a new regional headquarters in Qatar, which shares a maritime border with the UAE.
“The establishment of Fanatics’ regional hub in Qatar demonstrates the confidence global industry leaders have in Qatar’s business environment and our strategic location,” Qatar government communications office director Sheikh Jassim bin Mansour bin Jabor Al Thani said at the time. “This partnership will showcase Qatar’s dynamic sports landscape and foster deeper connections between our region and the global sports industry.”
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Fanatics sees more opportunities for growth
Momentum operates Play971, named after the UAE’s +971 country calling code, the only iGaming and sports betting platform licensed by the GCGRA. The companies did not provide a timeline for new product launches or platform enhancements.
Fanatics experienced tremendous growth in its gaming operations over the last couple of years. After reaching $300 million in gaming revenue in 2024, the company soared to $2 billion in 2025.
That growth continued in the first half of 2026, as Fanatics grew closer to rivaling top sports betting and gaming operators. Fanatics' move signals its intent to continue expanding its gaming business beyond North America.
