Fanatics CMO Bets on Fan Identity Over Bonuses

SBC Leaders magazine Issue 40, published May 27 2025, features Fanatics Betting & Gaming Chief Marketing Officer Selena Kalvaria arguing that building a product sports fans genuinely connect with is the foundation of a competitive sportsbook brand.

Why It Matters

Fan-first product philosophy is increasingly how mid-tier sportsbooks differentiate in a U.S. market dominated by FanDuel and DraftKings, which together held roughly 68 percent of online sports betting handle as of Q1 2025, according to Eilers & Krejcik Gaming. Fanatics enters that fight with a built-in loyalty asset — its merchandise and trading-card customer base — and Kalvaria's framing suggests the brand intends to convert that affinity into betting wallet share rather than compete purely on odds or promotions. If the strategy holds, it signals a broader shift in how newer entrants justify marketing spend: identity alignment over bonus-led acquisition. That matters for operators, affiliates, and investors watching customer acquisition costs climb industry-wide. As always, sports betting involves financial risk and outcomes are never guaranteed.

Context

Fanatics Betting & Gaming launched its sportsbook app in 2023 following the acquisition of PointsBet's U.S. business, giving it an instant multi-state footprint. As of May 2025, it operates in more than 20 states, per the company's own disclosures. Issue 40 of SBC Leaders — available at sbcnews.co.uk — also includes executive perspectives from bet365, Hard Rock, FanDuel, DraftKings, Betsson, Apuesta Total, and Allwyn, making it a broad snapshot of where major operators see the industry heading.

What's Next

Watch for Fanatics to announce further loyalty-program integrations between its merchandise arm and sportsbook wallet ahead of the 2025 NFL season — historically the industry's highest-volume betting period. Kalvaria's public positioning suggests a marketing push tied to fan identity is already in motion.