Fanatics is targeting a 2027 launch in Alberta as it looks to expand its regulated iGaming reach in Canada. The company’s plans for the province come after recently launching in Ontario, giving Fanatics another potential foothold in one of Canada’s newest competitive iGaming markets. Fanatics could leverage its rewards integration with sports merchandise as a key selling point to differentiate within a crowded market.
According to Canadian Gaming Business, Fanatics Betting & Gaming President Conor Grant said Alberta is part of the company’s plans for 2027, although no specific launch date has been announced.
Fanatics still has some regulatory work ahead before it can begin operating in the province. The company was not yet registered with Alberta Gaming, Liquor and Cannabis at the time of its Ontario launch in September.
Alberta opened its doors to regulated iGaming in July. Entering Alberta in 2027 would give Fanatics an opportunity to build on its Ontario entry while expanding into a market that is still in its early stages.
Alberta offers plenty of potential for Fanatics, but the company will be entering a market that has quickly become competitive. More than 20 platforms became available when regulated iGaming launched in July, including FanDuel, DraftKings, and BetMGM. We recently saw Betsson-owned Casino Days enter the market as well.
One way Fanatics can differentiate itself with a late start in a crowded market is through Fanatics ONE, its loyalty program built around FanCash. The program connects different parts of the Fanatics ecosystem, allowing customers to earn rewards that can be used for products such as sports merchandise. Fanatics.ca already promotes FanCash and Fanatics ONE to Canadian shoppers, giving the company a loyalty framework it can bring to Alberta.
That could be particularly useful in a competitive market where operators need more than a traditional sportsbook or casino offering to stand out. Fanatics already has a strong merchandise presence in Canada, including relationships across major Canadian sports. Connecting that existing business with its gaming platform could give customers another reason to use Fanatics rather than one of Alberta’s many competing operators.
Fanatics has some time to refine its Canadian offering before expanding into Alberta. The company entered Ontario with its casino product first, while its sportsbook is expected to follow in 2027.
Starting in Ontario gives Fanatics a chance to learn more about Canadian player preferences before entering another province.
The company can use what it learns from its casino launch, including which games and features work well with users, as it prepares its approach for Alberta in 2027.
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