Fanatics, the digital sports platform and parent company of Fanatics Betting & Gaming, has partnered with the Make-A-Wish Foundation to become its first Official Sports Partner.
Its co-brand, Fanatics Make-A-Wish, will handle the sports-related wishes in the US.
Orlando Ashford, Fanatics' Chief People Officer, said: "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.
“Fanatics' relationships and access to thousands of athletes across all sports, a wide-ranging roster of preeminent partners and an expanding sports platform will all be leveraged to give these incredibly brave kids and their families the most memorable, once-in-a-lifetime experiences that we're honoured to deliver."
Ashford will also join the National Board of Directors at Make-A-Wish America, strengthening the partnership between the two companies.
Fanatics will support wishes that request meet-and-greets with athletes, including those in Championship games, All-Star Weekends and Rookie Drafts.
As well as facilitating the wishes themselves, Fanatics will also make a $10m financial contribution to Make-A-Wish, as well as merchandise and production costs.
Leslie Motter, Make-A-Wish America President and CEO, said: "A critical illness upends childhood, bringing months, sometimes years of fear and traumatic stress into the lives of children and their families.
"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."
