Fanatics, the parent business of Fanatics Betting & Gaming and a digital sports platform, has teamed up with the Make-A-Wish Foundation to become the organization's first official sports partner.
In the US, wishes pertaining to sports will be handled by its co-brand, Fanatics Make-A-Wish.
"Fanatics has been championing Make-A-Wish and its incredible efforts for many years, and this partnership will be an ongoing testament to the power of sports and the possibilities for children to heal through connections to their favourite teams and sports heroes," said Orlando Ashford, Chief People Officer of Fanatics.
"We're honoured to provide these extraordinarily courageous children and their families with the most unforgettable, once-in-a-lifetime experiences possible by leveraging the relationships and access that fans have to thousands of athletes in all sports, as well as a broad roster of esteemed partners and an expanding sports platform."
Additionally, Ashford will become a member of Make-A-Wish America's National Board of Directors, further solidifying the two organisations' collaboration.
Supporters will grant requests for athletes to meet and greet them, even if they are participating in championship games, All-Star Weekends, or Rookie Drafts.
In addition to fulfilling wishes, Fanatics will provide $10 million to Make-A-Wish in the form of merchandise and production expenses.
"A critical illness upends childhood, bringing months, sometimes years, of fear and traumatic stress into the lives of children and their families," stated Leslie Motter, President and CEO of Make-A-Wish America.
"Our partnership with Fanatics will help us create transformative experiences that will leave a lasting, positive impact long after the wish, often marking a turning point in a child's treatment and recovery."
