TECH CRUNCH: Fanatics reveals NFL was biggest backer in $1.5B round announced last month at $27B valuation

Fanatics, a Jacksonville, Fla.-based sports merchandising giant, revealed today that the NFL was the “single biggest investor” in the latest round announced by the company, a $1.5 billion round at a whopping $27 billion valuation that reportedly closed last month. The deal marked a 50% increase from the $18 billion valuation assigned to Fanatics during its previous raise last August.

According to the company, the NFL contributed $320 million to the round — but it wasn’t the only sports organization involved. Fanatics added that other major investors in the round included Major League Baseball (MLB) and its owners, the Major League Baseball Players Association (MLBPA), the NFL Players Association (NFLPA), the National Hockey League, Brooklyn Nets owner Joe Tsai via his fund Blue Pool Capital and the Qatar Investment Authority.

With the latest financing, leagues, players’ associations and team owners now own approximately 10% of the business — which can be viewed as serious validation of the company and the direction in which it is headed. Institutional investors include BlackRock, Fidelity and MSD Partners, as well as some existing backers…