Sports merchandiser Fanatics is launching Fanatics Markets, a prediction market, in 24 states this week. The platform will allow trading on events in sports, finance, and culture, expanding into crypto, stocks, tech, and music next year. CEO Matt King says it offers fans a safe way to engage and profit from predictions.

Prediction markets like Polymarket and Kalshi have grown popular, leading to Fanatics’ entry. DraftKings and FanDuel have also ventured into prediction markets recently. Fanatics CEO Michael Rubin had previously mentioned the company’s plans to enter the prediction market environment. Fanatics Markets will partner with Crypto.com for pricing.

Fanatics Markets launches in segments across the country, starting in Alaska, Delaware, and more on Wednesday. It will expand to states like California, Florida, and Texas by Friday. CEO Matt King sees this as a logical extension for sports fans who want new ways to engage.

Read more at CNBC: Fanatics launches prediction market in 24 states