2019 Disruptor 50: No. 25 Fanatics
Last year it rolled out its proprietary Cloud Commerce Platform so that fans ordering merchandise from their smartphones can do it faster and with greater ease. The company also recently signed a partnership with the NFL and Nike, giving Fanatics the rights to make all Nike fan gear sold at retail.to sell NFL jerseys, NBA T-shirts and other sports-related merchandise on Walmart.com. Under the partnership, Fanatics will be the exclusive provider of all licensed sports merchandise on Walmart.com.
The company in its current form was started by billionaire Michael Rubin in 2011. That same year, he sold a sports e-commerce business to eBay for $2.4 billion, bought back parts of it and acquired Fanatics — which back then was a two-store retail operation in Florida. He renamed the entire entity Fanatics.
The company is now run by Doug Mack, who joined in 2014 after spending several years as CEO of the e-commerce company One Kings Lane. Fanatics reportedly does about $2.3 billion in annual sales but is projecting $10 billion over the next five years with a major expansion globally, especially in the U.K. and China. It recently added offices, fulfillment centers and tech hubs in Hong Kong, India, Tokyo and Spain.
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