In a notable shift in its business strategy, FanCode, owned by Dream Sports, has announced it will shut down its online merchandise marketplace, FanCode Shop, by the end of 2025. The decision comes amid ongoing challenges to the platform’s sustainability and market performance.
Background
FanCode Shop, which launched in 2021, was created as an official e-commerce arm offering licensed sports merchandise—jerseys, collectibles, and fan gear tied to IPL franchises, NBA, ICC events, and international football clubs. Despite its prestigious partnerships, growth remained limited due to thin profit margins, high operational costs, and intense competition—especially from unorganized players.
Why FanCode Shop Is Shutting Down
According to insiders, the decision stems from several key factors:
- Business Viability Concerns: Limited scalability and insufficient profitability undermined long-term sustainability.
- Counterfeit Products: A surge in unauthentic merchandise weakened customer trust and diluted brand value.
- Consequently, the company has chosen to wind down the vertical to focus on its core strengths.
Notably, the move was finalized in June 2025, and FanCode Shop will continue operations only until October 2025, fulfilling all existing orders during this window.
FanCode’s Core Pivot Strategy
Following the decision, Dream Sports plans to redirect resources into its primary sports streaming and content business. FanCode will now sharpen its focus on areas like:
- Live streaming (domestic and international sports)
- Interactive content (scores, statistics, fantasy insights)
- Sports AI and creator-led fan engagement initiatives The Economic Times
FanCode has developed into a multi-sport digital platform since 2019, offering OTT streaming, VOD services, analytics, and community features, with a user base exceeding 100 million as of May 2024.
Implications and Outlook
- E-commerce contraction: The shutdown signals a retrenchment in the sports merch e-com sector, possibly giving way to niche players or better-resourced brands.
- Strategic realignment: FanCode will concentrate on its streaming and content ecosystem, a domain where it has proven strength and scalability potential.
- Marketplace health check: By exiting, FanCode mitigates risks tied to counterfeit supply chains and high operational burdens, ensuring cleaner business alignment.
