Fanatics Commerce Names Rothy’s Exec as First Chief Marketer

Fanatics Commerce, the licensed sports merchandise platform within Fanatics, has named Jamie Gersch its first-ever Chief Marketing Officer (CMO), effective immediately. Gersch was most recently CMO at Rothy’s and also has held key marketing positions at Old Navy and Gap.

This executive move also combines all Fanatics Commerce’s marketing functions — including brand, performance and lifecycle — under one leader, as the company seeks to create deeper fan connections via product and storytelling.

“Fanatics sits at the intersection of sports, culture and commerce in a way that very few others can claim, and that’s an extraordinary place to build from,” said Gersch in a statement.

“I am thrilled to be joining the team at Fanatics, where there are endless opportunities to create lasting, meaningful relationships with sports fans as we work to become a truly beloved brand.”

Fanatics will handle retail for this year’s FIFA World Cup across three countries and 16 cities, and in December 2025 Fanatics expanded its loyalty program’s earning and spending opportunities beyond its own ecosystem. The Fanatics Collectibles division announced plans in January 2025 to open its first-ever flagship store, in London.

“As we continue to build the Fanatics Commerce brand and sharpen our focus on delivering for sports fans around the world, Jamie is the perfect leader to unify our marketing efforts and drive the next generation of fan engagement,” said Andrew Low Ah Kee, CEO of Fanatics Commerce in a statement.

“Jamie brings a rare combination of brand instinct, customer focus and performance discipline that perfectly aligns with our long-term vision.”