Fanatics and Momentum have announced the formation of a strategic joint venture to operate in the United Arab Emirates (UAE) gaming market. The partnership combines Fanatics’ product and technology capabilities with Momentum’s existing commercial gaming licences and operational presence in the UAE. This move marks a significant step for both companies as they seek to establish a foothold in the emerging Middle Eastern gaming landscape.
The joint venture will leverage Fanatics’ expertise in digital commerce and sports merchandise, alongside its growing sportsbook technology, to create a tailored offering for the UAE market. Momentum, which already holds gaming licences in the country, brings local market knowledge and regulatory experience. The collaboration is expected to accelerate the launch of a full-scale gaming platform in the region, pending final regulatory approvals.
The UAE has been gradually opening its gaming sector, with the establishment of the General Commercial Gaming Regulatory Authority (GCGRA) in 2023. While the country has historically had limited legal gambling options, recent developments suggest a shift toward regulated commercial gaming. The Fanatics-Momentum joint venture positions both companies to capitalize on this potential market expansion.
Fanatics, primarily known for its sports merchandise business, has been aggressively expanding into sports betting and iGaming through its Fanatics Betting and Gaming division. The company has secured licences in several US states and is now looking internationally. Momentum, a UAE-based gaming operator, has been active in the region’s limited gaming market and holds licences that are crucial for operating legally in the country.
The joint venture structure allows both parties to share risks and rewards while combining their respective strengths. Fanatics will contribute its technology stack, including its sportsbook platform and user experience design, while Momentum will provide the regulatory framework and local infrastructure. This model is common in emerging markets where local partnerships are often required for licensing.
Industry observers note that the UAE could become a significant gaming hub in the Middle East, given its wealthy population and tourism-driven economy. However, the regulatory environment is still evolving, and operators must navigate strict compliance requirements. The GCGRA has been tasked with overseeing the development of a responsible gaming framework, and any new entrants will need to adhere to these standards.
The announcement comes amid a broader trend of international gaming companies seeking growth opportunities outside saturated markets like Europe and North America. The Middle East, particularly the UAE and Saudi Arabia, has attracted interest due to its high disposable income and young demographic. However, cultural sensitivities and legal restrictions remain challenges.
For Fanatics, this joint venture represents its first major foray into the Middle East. The company has been expanding its sportsbook operations in the US and has expressed interest in international markets. Momentum, on the other hand, strengthens its position by partnering with a globally recognized brand and gaining access to advanced technology.
The financial terms of the joint venture were not disclosed, but both companies are expected to invest significantly in the platform’s development and marketing. The partnership is subject to regulatory approvals from the GCGRA and other relevant authorities. If approved, the joint venture could launch its services within the next 12 to 18 months.
Looking ahead, the success of this venture will depend on the UAE’s regulatory clarity and consumer adoption. The GCGRA is expected to issue further guidelines on licensing and operations, which will shape the competitive landscape. For now, the Fanatics-Momentum joint venture is a bold bet on the future of gaming in the Middle East.