As Fanatics pushes further into media, entertainment and experiences, the sports-focused company led by Michael Rubin is beginning to ink major sponsorship deals.
The company, which officially entered the space last year (former Netflix and Snap ads chief Jeremi Gorman is spearheading the division), said Wednesday that it has inked a wide-ranging sponsorhip deal with AT&T.
That will include brand integrations and commercial messaging in programming from Fanatics’ nascent media and entertainment business (the company recently produced the inaugural Flag Football Classic last month), and seeing the telecom giant serving as an official partner of Fanatics Fest in New York. The companies will also partner to host watch parties for major sporting events, and to offr AT&T customers enhanced loyalty points through Fanatics’ FanCash offering.
Fanatics is pursuing sports ad dollars as the genre remains resilient even as other types of advertising remain under pressure. While Fanatics
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