As Fanatics pushes further into media, entertainment and experiences, the sports-focused company led by Michael Rubin is beginning to ink major sponsorship deals.

The company, which officially entered the space last year (former Netflix and Snap ads chief Jeremi Gorman is spearheading the division), said Wednesday that it has inked a wide-ranging sponsorhip deal with ATT.

That will include brand integrations and commercial messaging in programming from Fanatics nascent media and entertainment business (the company recently produced the inaugural Flag Football Classic last month), and seeing the telecom giant serving as an official partner of Fanatics Fest in New York. The companies will also partner to host watch parties for major sporting events, and to offr ATT customers enhanced loyalty points through Fanatics FanCash offering.

Fanatics is pursuing sports ad dollars as the genre remains resilient even as other types of advertising remain under pressure. While Fanatics is not a broadcaster, it has exposure to the larger sports marketplace, which may be appealing to marketers.

Fanatics was founded as an apparel business, but now encompasses fashion clothing and accessories, on-field uniforms and equipment, the Topps trading card empire, sports betting and prediction markets, and those nascent entertainment and experiential businesses.

Today, the primary screen for so many fans is the one in their hands. Thats why bringing ATT and Fanatics together is a natural fit, said Erin Scarborough, senior VP of revenue management commercialization for ATT. Sports have always been about connection, and Fanatics is a powerful partner because they understand the modern sports fan. By pairing their insights with our connectivity expertise, we can bring people closer to what they love and deliver meaningful value for both brands.

At Fanatics, everything we do starts with the fan, added Tucker Kain, chief strategy officer for Fanatics. ATT shares our belief in the power of connection, bringing fans closer to the teams, athletes, and sports moments theyre passionate about, and to each other. This partnership provides an important avenue to help us deliver exclusive access, meaningful rewards and unforgettable moments to more fans.