Key takeaways: 

• According to the firm, fanatics have grown rapidly and recently shot a valuation of $27 billion.
• The e-commerce firm sells a mixture of official sports merchandise straight to fans and extends into online sports betting as investors pile in, fueling speculation regarding an IPO.
• While Fanatics brags investors from the NFL to Fidelity to SoftBank, a source said the firm doesn't seek to go public this year.

Sports e-commerce firm Fanatics is increasing, but it's still nowhere close to where it strives to be. 

Lately, the firm said it reached a $27 billion valuation, and it wants to expand into a $100 billion kingdom over the next ten years.

It's recent funding round, which had $320 million from the NFL, makes its investors happy.

ACCORDING TO PEOPLE Aware WITH KNOWLEDGE OF THE Firm'S BUSINESS, the NFL, MLB, the NBA, NHL, MLS, and different players' unions have a mixed stake in Fanatics worth $5 billion. The people said to CNBC regarding the firm on the situation of anonymity, as Fanatics doesn't publicly discuss its finances.

Fanatic is a central hub for sports products such as jerseys and other clothing and sports-themed home, office, and automotive customer products. It could grow as governments raise Covid rules and let more fans attend matches. The firm is developing into online sports betting, too.

CEO Michael Rubin is encouraged and states he's on a mission to dominate the sports e-commerce sector.