Fanatics Appoints New Chief Marketing Officer from Gucci

She succeeds Jason White, who left Fanatics in 2023 and is now the president of the advertising agency Wieden+Kennedy’s Portland office.

A Unique Perspective

Kalvaria brings a fresh perspective to Fanatics, aiming to carve out a distinct identity in the competitive sports-gambling market.

Her approach will emphasize the intersection of sports, fashion, and commerce, particularly targeting demographics that have been largely overlooked, such as female sports fans.

Kalvaria sees a unique opportunity to blend Fanatics’ strong commerce business with innovative marketing ideas that appeal to a broader audience.

Kalvaria’s task will be to build on Fanatics’ existing scale created through performance marketing and enhance the brand’s presence and loyalty among users.

This shift comes as industry leaders like FanDuel and DraftKings have scaled back their marketing spend, focusing instead on retaining customers in a market where switching costs between apps are minimal.

Leveraging Fanatics’ Strengths

Fanatics, known for selling trading cards, team gear, and autographed memorabilia, entered the sports-betting market with its app launch in 2023. Despite entering the market later than competitors, CEO Michael Rubin believes Fanatics’ extensive customer database of 100 million users provides a unique advantage.

The company plans to integrate its well-established sports brand into its marketing efforts, featuring athletes, commentators, leagues, and teams in its campaigns.

Kalvaria highlights the potential for Fanatics to offer unique customer rewards beyond standard payouts. For example, customers who reach certain wagering thresholds might receive team jerseys or other merchandise. This strategy aims to differentiate Fanatics from other betting apps by leveraging its extensive merchandising capabilities.