Fanatics, the global digital sports platform, has announced the creation of Fanatics Advertising, a new division designed to revolutionize how brands connect with sports fans. At the helm is Jeremi Gorman, a veteran executive who has advised the company since late 2024 and now steps into the role of Chief Revenue Officer.
The initiative is positioned as a unified, end-to-end marketing engine across the Fanatics ecosystem, which spans commerce, collectibles, betting & gaming, live events, and digital content. With access to more than 100 million global fans, the platform allows brand partners to reach audiences at every touchpoint of modern fandom—whether shopping for gear, placing bets, engaging in live trading card breaks, or attending major sports events.
A Connected Sports Advertising Network
The division is preparing to roll out two major initiatives:
- Fanatics Advertising Network (FAN) – designed to extend brand visibility across Fanatics’ commerce and digital ecosystem.
- Sports Video Network (SVN) – launching with the NFL season to provide brands with access to premium placements in digital video and connected TV.
Together, these platforms will help partners integrate seamlessly into the sports fan journey, from browsing highlights to making purchases, all within Fanatics’ controlled environment.
Jeremi Gorman summarized the opportunity: “Fanatics sits at the center of fandom, spanning commerce, content, and culture. This ecosystem allows us to authentically engage fans at scale, in every moment that matters.”
Why This Matters
Fanatics’ move reflects a broader trend of sports platforms evolving into media-tech hybrids, where fan engagement is monetized across multiple verticals. Key drivers include:
- Fandom as a Lifestyle – Brands are no longer tied to game-day sponsorships but can now connect with fans 24/7.
- Unified Data Strategy – Fanatics’ scale offers unmatched insight into fan behaviors, from purchasing to streaming.
- Cross-Vertical Integration – Advertising will now run seamlessly across commerce, collectibles, gaming, and events, creating richer brand-fan connections.
With its reputation and global network, Fanatics is positioning itself as more than a merchandise giant—it is emerging as a marketing platform for the business of fandom itself.
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