Fanatics Expand Digital Commerce Capabilities Through Rokt Deal

Fanatics has announced a strategic partnership with ecommerce technology company Rokt, aimed at delivering more personalised digital experiences for sports fans across its global platforms. The agreement highlights how artificial intelligence is becoming central to the future of sports retail, particularly as consumer expectations continue to rise.

The partnership will see Rokt’s AI-powered relevance engine integrated into Fanatics’ digital checkout and post-purchase environments. The technology enables personalised offers and content to be delivered in real time, based on customer behaviour and preferences, without disrupting the purchasing journey.

For Fanatics, which operates globally including extensive league and club partnerships in the UK, Europe and the United States the move reflects a broader focus on maximising engagement and lifetime value rather than simply driving transaction volume.Personalisation is increasingly viewed as a key differentiator in a crowded sports merchandise market.

Rokt’s platform specialises in delivering relevance at critical moments in the customer journey, a capability that aligns closely with the emotional and identity-driven nature of sports fandom. By tailoring content to individual supporters, Fanatics aims to strengthen loyalty while improving conversion rates and average order values.

From a sports technology perspective, the deal illustrates how  sports retailers are no longer competing solely on product range or licensing rights, but on the quality and intelligence of the digital experience they offer fans.

For UK sports organisations and technology providers, the partnership serves as a clear example of how AI is moving from experimentation to core infrastructure. As personalisation becomes the norm rather than the exception, platforms that can responsibly and effectively deploy data-driven solutions are likely to define the next phase of growth in sports commerce.