Fanatics is launching a new ad division, and they’re bringing on a notable exec to get them in the game.

Today, Fanatics introduced Fanatics Advertising, a new division that looks to capitalize on the sports company’s “entire Fanatics ecosystem,” and former Netflix ads leader Jeremi Gorman is joining as chief revenue officer to lead the business.

Gorman, who has been at Fanatics as an advisor since November 2024, will look to position brand partners across the company’s touchpoints from commerce to content as Fanatics looks to capitalize on its reach of more than 100 million sports fans worldwide. The team will oversee advertising and brand partnerships strategy across Fanatics Commerce, Fanatics Collectibles, Fanatics Betting & Gaming, Fanatics Collect, and Fanatics Events.

The company said it has been building the ad team’s infrastructure over the past several months and will soon launch the Fanatics Advertising Network (FAN) and Sports Video Network (SVN). These networks will kick off alongside the NFL season and help brands gain reach through sports programming on digital and connected TV.

“Sports have a unique power to bring people together,” Gorman said in a statement. “Fanatics sits at the center of that passion, with a connected ecosystem that spans commerce, content, and culture. This gives us the ability to deliver for our partners in ways few companies can, authentically engaging fans at scale, at every moment that matters.” 

Gorman, who has more than 25 years in the industry, was Netflix’s first ads president, joining in 2022 to launch the ad tier and strategy at the company before exiting in late 2023. The exec has also served as chief business officer at Snap and spent seven years leading global advertising teams at Amazon. She will split time between Los Angeles and New York City, reporting to Tucker Kain, Fanatics chief strategy and growth officer.

“A unified advertising division unlocks cross-collaboration and creates incredible value for brands who are looking to get the most out of the Fanatics platform—a combination of assets that includes more than 100 million global fans, innovative businesses that reach across the full sports ecosystem, deep relationships with the world’s top sports properties, and a brand that has become synonymous with fandom,” Kain said, noting that Gorman is the right leader to launch the “new advertising model and offer unique ways for brands to engage deeper with fandom.”