Fanatics Sportsbook

In 2023, a shiny new sportsbook burst onto the scene.

Fanatics Sportsbook—launched by Fanatics, the global sports apparel behemoth—would disrupt the betting industry by offering unmatched rewards & unparalleled access for fans. Plus, it would look and sound really, really cool.

I joined to help bring the new brand voice to life—one that exudes confidence, swagger, a touch of humility and humor, and of course, an undying love of sports. I wrote ads & scripts (TV, print & digital), naming, retail branding & stadium signage, emails, and more.

Work samples below.

Stadium & retail signage: We have awesome partnerships and retail sportsbooks within several major sports venues, Columbus Blue Jackets (NHL) being one of them.

I wrote ads & retail signage to help promote.

Most rewarding sportsbook: Our grand proclamation. This was us announcing our arrival onto the scene and explaining our value prop: that you can earn back more per bet with Fanatics Sportsbook than any other sportsbook. I wrote the script and helped direct talent on tone of voice. This ran during NBC’s primetime football games.

Fanatics Jersey Drop was our marquee acquisition offer—and it was super spicy: Make one $50 bet and you’ll get an official jersey from Fanatics up to $150.

I named the offer and wrote supporting copy, including a commercial script that aired on NBC during primetime football.

Emails: One of our main brand touchpoints are through emails. These are for some of our marquee moments—NBA Finals special and Wimbledon (also announcing the launch of tennis within the sportsbook).