Sports-merchandise retailer Fanatics Inc. has hired Jason White as chief marketing officer of Fanatics Betting and Gaming, its nascent online sports-gambling division.

Fanatics, which is controlled by e-commerce entrepreneur Michael Rubin, has established itself as a seller of sports memorabilia, digital collectibles and trading cards in recent years. The company-which has agreements with major sports teams and leagues to design, manufacture and sell licensed gear and clothing-believes it can use its consumer database of more than 90 million sports fans to gain an advantage in the fast-growing online sports-gambling market, Mr. White said.

Fanatics Betting and Gaming isn’t operational yet.