Fanatics has hired Jason White as the CMO for its new sports betting brand, Fanatics Betting and Gaming.
White has experience with similar roles at MTV and Beats, and will join Michael Rubin’s sports media brand as it looks to expand its divisions to include sports betting.
An e-commerce entrepreneur, Rubin established Fanatics as a seller of sports memorabilia, digital collectibles and trading cards.
In his new role, White believes Fanatics can use its consumer database of 90 million sports fans to its advantage in the online sportsbook gaming market, eventually rivalling US giants FanDuel and DraftKings.