Emery Barnes on Culture & Leadership at Fanatics Sportsbook

On Culture, Career, and Authenticity

Date: Feb 25, 2026

Topics: Black History Month, Cards and Culture, Fanatics Sportsbook, Trending

Length: 1281 Words

Reading Time: ~7 Minutes

At 30 years old, Emery Barnes is helping shape how fans experience sports in real time as the Director, Social Media at Fanatics Sportsbook. Originally from Chicago, Illinois, and now based in New York City, Emery sits at the intersection of sports, culture, and digital storytelling.

From leading major campaigns like FAIR PLAY™ Injury Protection with Dennis Haysbert, to building daily social narratives that connect with fans across platforms, his work reflects both strategic vision and cultural awareness. During Black History Month, his journey stands as a reminder that representation in creative leadership matters, especially in fast-moving spaces where voice and perspective shape how brands show up in the world.

Emery Barnes, Director, Social Media at Fanatics Sportsbook, is shaping how fans experience sports in real time. From leading major campaigns like FAIR PLAY™ Injury Protection to blending sports and culture across platforms, Barnes represents a new generation of creative leadership redefining digital storytelling in sports gaming.

RIPPED: Can you walk us through your career journey and how you ultimately stepped into your role as Director, Social Creative at Fanatics Sportsbook?

Emery Barnes: “I started my career in advertising. Coming out of college, I completed several internships and knew I wanted to build a career that blended what I studied, marketing, with what I genuinely love: sports and culture.”

“I’ve always been someone who likes to flex both my left and right brain. I’m a huge sports fan, but I’m equally passionate about pop culture, music, fashion, art, and entertainment. I wanted to wake up every day feeling challenged and excited about the work I was doing.”

“Through a range of agency experiences and an in-house role at DoorDash, I built a foundation in creative strategy and cultural marketing. Ultimately, that path led me to Fanatics Betting & Gaming, where I now serve as Director, Social Media for Fanatics Sportsbook, bringing together strategy, storytelling, and sports culture in one role.”

What does your day-to-day look like in a role that blends creativity, strategy, and sports culture?

“No two days are the same, and that’s what makes it exciting. A big part of my role is guiding my team to uncover meaningful storylines in sports and translate them into social content that stands out. We’re constantly asking: What’s the insight here? How do we show up in a way that feels distinct?”

“Beyond our core sports betting audience, we’re also thinking about how to engage casual fans and invite them into the conversation in a more accessible way. My days are spent collaborating cross-functionally, solving challenges with my team, championing creative ideas, and ensuring we’re operating at the speed of culture while still driving commercial impact.”

As a Black creative in a leadership position, how has your perspective shaped your approach to storytelling?

“Having the ability to influence how a brand shows up — especially in a space where many of our core athletes are Black — is something I take a lot of pride in and responsibility for. Authenticity matters. Representation matters. The stories we tell should reflect the audiences we’re speaking to in a real and nuanced way.

“Marketing is powerful because it shapes perception. Being able to spotlight culture in a way that feels honest — and create work where people see themselves reflected — is something I don’t take lightly.”

What’s been your favorite project at Fanatics Sportsbook so far?

“One of my favorites was the NBA campaign we launched with Megan Thee Stallion. As someone who loves both basketball and hip-hop, it felt incredibly authentic and personal for me. It allowed us to flex beyond traditional sports betting content and tap directly into culture.

“Working with someone as iconic as Megan to tell that story — and having that be my first major project at Fanatics — made it especially meaningful. It was a moment where culture and business aligned in a really powerful way.”

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What does visibility in your position mean to you personally?

“Visibility matters both in front of the camera and behind the scenes. It’s important that the work reflects the audience we’re speaking to, but it’s equally important that the people shaping that work are visible and represented in leadership.

“Sports is one of the most culturally influential spaces in the world. Being able to help shape narratives in that environment — and tell stories that reflect my upbringing and the communities I care about — is incredibly meaningful to me.”

Have you had to advocate for yourself or carve out your own lane?

“Absolutely. One of the best pieces of advice I received early in my career was that I didn’t need to code-switch — that doing so was actually holding me back.

“Since then, I’ve focused on showing up authentically in every room. I think of it less as code-switching and more as translating — understanding your audience while still bringing your full self to the table. Whether I’m at an event or in a boardroom, the energy is consistent. What you see is what you get. And that authenticity has helped me build trust and credibility throughout my career.”

How do you balance cultural relevance while pushing creative boundaries?

“Staying tapped into culture is non-negotiable. While I’m not as deep in the day-to-day social execution as I once was, building a team that lives and breathes culture is critical. Hiring people who are genuinely plugged in allows us to stay sharp.

“Living in New York also helps. You’re constantly surrounded by culture in motion. Operationally, you also need an ecosystem that allows you to move at the speed of social. It’s not just about having good ideas — it’s about having the structure to execute them quickly and responsibly.”

What advice would you give to young Black creatives pursuing careers in sports gaming and social media?

“Relationships are everything. In sports and entertainment, many opportunities aren’t simply posted online — they’re opened through advocacy and reputation. Your work has to speak for itself, but your network carries it further.

“I also believe in manifesting the role you want before you have it. At one point, I started telling myself I was a sports marketer before my resume fully reflected it. Then I worked backward to connect the dots — identifying sports-related throughlines in my advertising career and learning how to articulate them.

“The combination of strong work, authentic relationships, and clarity in how you position yourself is what ultimately opens doors.”

Topps Black History Spotlight FAQs

Who is Emery Barnes?
- Emery Barnes is the Director of Social Media at Fanatics Sportsbook. He leads social creative strategy, blending sports, culture, and storytelling to engage fans in real time across digital platforms.
What does a Director of Social Media at Fanatics Sportsbook do?
- The role involves developing social strategy, identifying culturally relevant sports moments, leading creative campaigns, and driving engagement.
What campaign is Emery Barnes known for?
- He helped lead major campaigns including FAIR PLAY™ Injury Protection and an NBA collaboration featuring Megan Thee Stallion, blending sports and pop culture storytelling.
Why is representation important in sports marketing leadership?
- Representation ensures authentic storytelling, especially in sports where many athletes and audiences are diverse. Leadership perspective directly influences how brands show up culturally.