Fanatics has added to its executive team for its betting and gaming division, appointing Brandt Iden as its new Vice President of Government Affairs.
Formerly a Michigan State House representative, Iden has a strong background in gaming which will play a role as Fanatics looks to launch its sportsbook operations by the start of next year.
Announcing his appointment on his Twitter account, Iden’s past in gaming includes helping to produce sports betting legislation in the Wolverine State and working for Sportradar as its Head of Government Affairs.
The hiring of Iden comes as Fanatics makes a wave of movements in the sports betting and gaming industry, as CEO Michael Rubin has recently stated that the company will be live in every major state market, except for New York, by the start of the 2023 NFL season.
In addition, Fanatics has made several hires in the past few months alongside Iden to its betting and gaming division, including the appointment of Andrea Ellis as Chief Financial Officer, Jason White as Chief Marketing Officer, and Orlando Ashford as its first Chief People Officer.
The company is expected to operate its sportsbook under the name ‘BetFanatics’ after the company filed for the trademark earlier this year.
Rubin has also previously stated that Fanatics will offer “an integrated gambling experience” with one loyalty program across all its businesses, driving acquisition and retention from each corner of its offering.