Fanatics CMO Bets on Fan Identity Over Promos

Fanatics Betting & Gaming CMO Selena Kalvaria argues that building a sportsbook brand around genuine sports-fan identity — not just betting mechanics — is the strategic differentiator the U.S. market demands, per Issue 40 of SBC Leaders magazine published May 27, 2025.

Why It Matters

Fanatics enters a crowded U.S. regulated sportsbook market dominated by FanDuel and DraftKings, both of which hold a combined share exceeding 65 percent of U.S. handle according to Eilers & Krejcik Gaming (as of Q1 2025). Kalvaria's fan-first positioning reflects a deliberate attempt to convert Fanatics' existing merchandise and loyalty customer base — reportedly over 95 million registered users per the company's own disclosures — into active bettors. If that conversion funnel works at even modest rates, it represents a structurally cheaper customer acquisition path than paid media. The strategy also signals that brand equity built outside gambling may become a legitimate moat in a market where operators spend heavily on promotions to chase thin margins. Gambling, however, involves real financial risk, and brand affinity alone does not protect users from loss.

Context

Fanatics launched its sportsbook and casino product in 2023 after acquiring PointsBet's U.S. assets for approximately $150 million (as of August 2023, per Reuters). The company has since expanded into more than 20 U.S. states, competing directly against incumbents that have years of product and data infrastructure advantages. Issue 40 of SBC Leaders also features executives from bet365, Hard Rock, FanDuel, DraftKings, Betsson, Apuesta Total, and Allwyn — indicating broad industry consensus that brand and product differentiation, not just odds and promotions, will define the next competitive cycle (full coverage at sbcamericas.com).

What's Next

Watch for Fanatics to accelerate loyalty integrations between its merchandise platform and betting wallet ahead of the 2025 NFL season — the single highest-handle period on the U.S. sports calendar. Market share figures from H2 2025 will be the first real test of whether fan identity converts to sustained betting volume.