Fanatics, the US sports merchandising and betting giant, has entered the UAE market through a joint venture agreement with local licence holder Momentum Group.
Momentum has dominated the UAE’s emerging gaming market since it was awarded a lottery licence back in 2024, giving it a significant head start over potential rivals.
The move follows Fanatics’ broader regional expansion strategy, which earlier in 2026 saw the company announce plans to build a new office in Qatar to serve as its Middle East hub.
Sheikh Jassim bin Mansour bin Jabor Al Thani, director of the government communications office in Qatar, welcomed that development, saying: “The establishment of Fanatics’ regional hub in Qatar demonstrates the confidence global industry leaders have in Qatar’s business environment and our strategic location.”
He added: “This partnership will showcase Qatar’s dynamic sports landscape and foster deeper connections between our region and the global sports industry.”
It has not taken long for that newly established regional foothold to generate further momentum, with Momentum’s existing UAE products set to form part of the new joint venture.
Beyond its lottery operation, Momentum currently runs Play971, the sole iGaming and sports betting platform licensed by the General Commercial Gaming Regulatory Authority (GCGRA).
The announcement highlights Fanatics’ product knowledge, technology and speed-to-scale capability as the key contributions the US operator brings to the partnership.
Conor Grant, president of Fanatics Gaming, said: “The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like.”
Grant also signalled a long-term commitment to the region, adding: “We are entering this market for the long term, committed to building something genuinely category-defining together.”
Momentum Group already has a strong physical presence in the UAE, operating a 16,300 square foot facility in the heart of Abu Dhabi.
The joint venture announcement pointed to Momentum’s “regional expertise, regulatory standing, and proven operational depth” as central reasons the deal made strategic sense for both parties.
Scott Burton, COO of Momentum, described the UAE as “one of the world’s most carefully regulated commercial gaming markets” and suggested the deal “is a reflection of the confidence that brings.”
How the combined product offering will evolve under the joint venture remains to be seen, though both companies appear firmly aligned on building a serious long-term operation in the region.
