Fanatics, Inc., owned by Bryn Mawr billionaire Michael Rubin, has hired Jason White, a veteran of MTV and Beats, as chief marketing officer of its upstart sports-gambling division. Patrick Coffee won the honor of reporting the new staff member in The Wall Street Journal.

White was CMO of MTV Entertainment, and prior to that, he led the marketing for cannabis distributor Curaleaf Holdings and Apple-owned Beats Electronics.

Fanatics, Inc., has established itself in recent years as the premier seller of sports memorabilia, digital collectibles, and trading cards. It has an agreement with all major sports teams (as well as leagues) to design, produce, and sell licensed gear and clothing.

The company believes it can utilize its consumer database, which contains info on more than 90 million sports fans, to its advantage in the fast-growing online sports-gambling market, according to White.

Fanatics Betting and Gaming is not yet operational. White plans to collaborate with other Fanatics marketing leaders and board member Jonathan Mildenhall to develop a cohesive brand strategy for this new arm across the company’s divisions.

 “We’re going to want to build the brand and the business at the same time,” said White.

Read more about Fanatics, Inc. in The Wall Street Journal.