Fanatics partners with Rokt to inject AI-driven personalization into global e-commerce

Fanatics, the global leader in licensed sports merchandise, has announced a strategic partnership with Rokt to integrate AI-powered personalization into its e-commerce operations. The move aims to elevate fan engagement and unlock new revenue streams by delivering highly relevant offers at critical moments in the shopping journey.

How it works

Under the agreement, Fanatics will deploy Rokt’s suite of products—including Rokt Pay+ and Rokt Thanks—to enhance pre- and post-checkout experiences. These tools leverage machine-learning algorithms to surface exclusive deals and content without disrupting the transaction flow. Future phases will introduce Rokt Ads and Rokt Catalog, expanding the personalization layer across Fanatics’ global retail footprint.

Global rollout and exec perspectives

The rollout spans North America, Europe, and Asia-Pacific, positioning Fanatics within Rokt’s network, which processes more than 7.5 billion transactions annually. Executives from both companies framed the partnership as a win-win: Fanatics CEO Michael Rubin emphasised the brand’s commitment to “making shopping more seamless and relevant,” while Rokt CEO Bruce Buchanan highlighted the potential to “unlock greater relevance throughout the e-commerce journey.”

About Rokt

Founded in 2012 and headquartered in Sydney, Australia, Rokt is a leading e-commerce technology company specialising in AI-driven personalization. Its platform enables brands to maximise relevance during the transaction moment by delivering tailored offers and experiences without disrupting the checkout flow. With a significant presence in New York City and offices across North America, Europe, and Asia-Pacific, Rokt’s network spans major global retailers—including Live Nation, Uber, GoDaddy, and PayPal—and processes billions of transactions annually, helping partners unlock new revenue streams and improve customer engagement.