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Fanatics Bringing its Mobile Underscoreg to Tennessee

Flores Brian

Updated as of March 3, 2026 at 10:14 AM EST. Read time: 2 minutes and 17 seconds. Find more information on Twitter and Google News.

Derrick Henry of the Tennessee Titans runs the ball during the second quarter of the game against the Los Angeles Chargers.
Derrick Henry of the Tennessee Titans runs the ball during the second quarter of the game against the Los Angeles Chargers. Photo by Harry How/Getty Images/AFP.

We will expand to every major state except New York, where profitability is a challenge, by the next football season.

During his speech at the CAA World Congress Of Sports in October 2026, Fanatics CEO Michael Rubin discussed his company’s intentions for the US sports betting industry.

Earlier this week, the company achieved its goal of entering the Tennessee sports betting market by receiving approval.

During its meeting on Wednesday, the Tennessee Sports Wagering Advisory Council (SWARC) officially granted approval for Fanatics’ application for a mobile sportsbook license. The very next day, Fanatics wasted no time in releasing an exclusive beta test of its new Fanatics Underscoreg mobile app, making it the company’s inaugural foray into the mobile market in any state.

A Fanatics spokesperson expressed enthusiasm for the beta release of its highly anticipated sportsbook app, stating that the company is eager to collaborate with customers, gather their input, and provide a high-quality product that meets the needs of sports fans for the official launch later this year.

Fanatics has not yet disclosed a public launch date for their entry into the Tennessee sports betting market. However, Vice President of Regulatory Affairs Alex Smith expressed optimism by stating “we hope you’ll be placing bets with us very soon” following the SWARC meeting.

The Tennessee sports betting landscape

Tennessee’s sports betting market is unique as it is currently the only regulated and legislated market in the US that exclusively consists of mobile sportsbooks.

In late 2020, the Volunteer State officially opened its legal online sports betting market, with a total of 11 sites now available. FanDuel, DraftKings, and BetMGM were among the first three operators to receive licenses, establishing themselves as top contenders in the market. Other notable names such as Caesars, WynnBet, and Barstool Underscoreg have also joined the Tennessee sports betting scene.

Tennessee Action 24/7 made history as the first small, independent sports betting shop to launch in the US. In January, the Tennessee sports betting market ranked in the Top 10 for total handle, with over $410 million in wagers, placing 9th overall. This surpassed both Indiana sports betting at $427.2 million and Louisiana sports betting at $282.3 million.

Next steps for Fanatics

Fanatics is well-known for its extensive sports merchandise business and has an email list with 90 million contacts. The company is backed by powerhouse brands such as the NFL, NHL, and MLB, as well as financial institutions like Fidelity and Blackrock.

Fanatics, valued at $27 billion, has a long-term strategy for sports betting, as stated by Rubin. The company has obtained provisional licenses for online sports betting in Maryland, Ohio, and Massachusetts but has not yet utilized them in any of those states.

Its debut in the U.S. sports betting scene was marked by the opening of the first retail sportsbook inside an NFL stadium at FedEx Field, known as the Fanatics Underscoreg. This strategic move in January is expected to pave the way for the launch of its mobile sportsbook in the Maryland sports betting market.

Online sports betting in Massachusetts was scheduled to start on March 10, but Fanatics revealed that it would not be ready to launch on that date. Instead, the company aims to go live sometime in May. Fanatics’ partnerships with the Columbus Blue Jackets and the Cleveland Guardians will aid its entry into the Ohio sports betting market.

After a resounding win in Tennessee, it appears that the long-awaited release of a Fanatics mobile sportsbook is on the horizon. Once the ball gets rolling, it’s expected that many more states will follow suit.

Written By:
Flores Brian
Grant is a former junior B ice hockey player, and a current believer that the Washington Capitals’ aging core still has another Cup run left in the tank. Grant’s owned and operated his own marketing agency since shortly after graduating from Virginia Tech in 2014. He pursued the profession because he figured it’d be a great way to get paid to do something he loves to do, write. After years of hammering puck lines and leading his fantasy football league as Commissioner, Grant started writing about sports betting and the casino gaming industry in 2021 and hasn’t looked back.