Fanatics Takes UAE Step With Momentum Gaming Venture

Fanatics is moving into the UAE through a joint venture with Momentum Group. The deal gives the US company a route into one of the newest regulated gaming markets.

Momentum’s existing UAE licensed entities and commercial gaming operations will form part of the new venture. The activities include lottery, iGaming, sportsbook, and content site operations.

Change in control of the Momentum licensed entities has been approved by the General Commercial Gaming Regulatory Authority. No financial details have been disclosed at the time of writing.

A Regulated Route Into the Market

For Fanatics, the agreement provides a controlled way to test international gaming growth. The company is best known as a sports commerce and digital sports platform, while its gaming arm operates licensed sportsbook and iGaming products across several US states.

This is not the same scenario in the UAE. Here, market access is limited, local licensing is crucial, and the regulator has built the sector gradually. This implies difficulty in entering the market directly as a foreign operator.

Through Momentum, Fanatics gets a local platform that is already operating under the regulatory system. Fanatics adds sportsbook product, technology, and US market experience to the venture.

Momentum Brings the Operating Base

Momentum is now one of the most prominent local brands in UAE commercial gaming. Momentum’s group structure includes The Game LLC, which received the UAE Lottery licence in 2024.

Play971 is described as the UAE’s first licensed sportsbook and gaming platform. It provides sports betting, racing, casino, and live casino games under GCGRA regulation. Moreover, the platform requires users to be 21 or older and uses location checks for permitted access.

Thus, the new Fanatics venture benefits from a live market position from day one. It also means the partnership does not start by applying for the license or developing a brand concept. It is entering through an approved structure with existing products.

Player Protection Stays Central

Both firms noted that the project would involve investment in product, technology, customer experience, and responsible gambling. This is significant within the context of the UAE.

The UAE is moving slowly with commercial gaming, and that sets the tone for this deal. Fanatics gets a place in an early, high-value market, but growth will not come from aggressive expansion alone. The venture will have to prove that it can work inside local rules and build trust with the regulator.