Startup Originals Team
FanCode, the sports streaming platform owned by Dream11 parent Dream Sports, has announced it will close its sports merchandise business, FanCode Shop, by October 2025. The decisive move comes as the company realigns its strategy to focus more intensely on streaming and digital sports content-areas that are growing fastest and delivering the most value to its users.
Why FanCode Is Closing Its Shop:
Launched in 2020, the FanCode Shop offered official sports apparel and fan gear in partnership with top brands, IPL teams, the NBA, football clubs, and global cricket bodies. Despite its ambitions, the merchandise business ran into persistent viability issues-thin margins, high operating costs, stiff competition from unofficial sellers, and a surge in counterfeit merchandise eroded its growth prospects.
The strategic decision to wind down the division was made in June 2025. A FanCode spokesperson said, “This will help us focus on what’s growing fastest and delivering the most value to our users. FanCode Shop will continue running till October, and all existing orders will be fulfilled within that period”.
Wider Restructuring at Dream Sports:
This move aligns with a broader wave of changes at Dream Sports after a new government bill banned real-money online gaming-dramatically impacting Dream11’s revenue. Following this, the group decided not to challenge the law, but rather to double down on their non-gaming verticals: FanCode (sports streaming and content), DreamSetGo (sports hospitality), DreamCricket (online game), and new fintech initiatives like Dream Money.
What’s Next for FanCode and Fans:
Although the merchandise shop is closing, FanCode’s core business, live match streaming, commentary, highlights, statistics, and research tools, remains strong. The company has secured rights for a wide array of cricket, football, and motorsports events. Going forward, FanCode intends to accelerate growth in digital content and data-driven sports experiences, including future AI-driven innovations in sports engagement.
Impact on India’s Sports Merchandise Market:
FanCode Shop’s exit highlights the challenges of scaling a licensed sports merchandise platform in India, a market valued at $1.1 billion in 2024 and expected to reach $1.5 billion by 2033. With FanCode redirecting resources, competition in the official fan gear segment will intensify among established retail and online sportswear giants.
FanCode’s shift reaffirms its commitment to building India’s sports fan community through cutting-edge streaming, analytics, and content, while streamlining its business for the digital-first sports era.
