Jeremi Gorman has landed at Fanatics, The Hollywood Reporter has learned.
The advertising executive, who most recently jump-started Netflix’s ad business and before that ran advertising for Snapchat, will become a senior adviser to Michael Rubin’s sports-focused holding company.
Gorman will oversee integrated brand and marketing efforts for Fanatics, building a new advertising and brand partnerships strategy that touches all of the company’s divisions, including Commerce, Collectibles, Sportsbook, Fanatics Live and Events, which includes the recently launched Fanatics Fest.
Her role will include both marketing Fanatics and its various businesses, and also helping the company develop a cohesive and unified advertising strategy.
The executive will advise Fanatics chief strategy officer Tucker Kain and split her time between New York and Los Angeles.
Gorman — who spent years helping to build Amazon’s advertising business before departing for Snap — joined Netflix in 2022 alongside Peter Naylor to help the streaming giant create it ad tier from scratch. The company would cut a deal with Microsoft to get its ad tier up and running in a matter of months.
Gorman left Netflix a little over a year later, when the company installed Amy Reinhard atop its ads business.
At Fanatics, she will be joining a team that has grown from an ecommerce play by Rubin to a multifacted company focused on sports via betting, collectibles and live events, many of which present new opportunities for brand partnerships, as well as a growing demand to build out the Fanatics brand.
Fanatics Fest, which hosted its inaugural event this summer, sought to connect sports and pop culture with appearances from people like Jay-Z, Travis Scott, Tom Brady and Derek Jeter. Executives likened it to a Comic-Con for sports fans.
And the company cut a deal with Michael Eisner to acquire his Topps trading cards business for $500 million, with Fanatics inking a deal with Disney to produce cards based on Disney, Marvel and Pixar characters.