Ohio regulators say they are trying to put the kibosh on a Fanatics Sportsbook promotion that raised some eyebrows on social media.

Using its merchandise operation to drive business to its sportsbook (and vice versa) is a big part of the strategy for Fanatics, an up-and-coming operator of sports betting apps.

“What you’ll see us do more and more as people are shopping on Fanatics.com, or in our ecosystem, at the right moments in time… you’ll see an offer to try out the sportsbook,” said Matt King, CEO of Fanatics Betting and Gaming, during last week’s SBC Summit North America in New Jersey.