Jeremi Gorman has landed at Fanatics, The Hollywood Reporter has learned.
The advertising executive, who most recently jumpstarted Netflix’s ad business and before that ran advertising for Snapchat, will become a senior advisor 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 multifactee 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.
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