FanAI hires startup veterans Adam Holt and Jeff Katz

FanAI hires startup veterans Adam Holt and Jeff Katz 

The leading sponsorship data platform welcomes Jeff Katz as Chief Product & Strategy Officer and Adam Holt as Senior Vice President of Sales.  Holt and Katz join FanAI from Hookit and GumGum Sports, respectively



SANTA MONICA, Calif. March 7th, 2020 – FanAI, the leading sponsorship data platform, announces two new technology and startup veterans will join their senior management team: Jeff Katz as Chief Product and Strategy Officer and Adam Holt as Senior Vice President of Sales. The additions of Katz and Holt fuels FanAI’s growth strategy as the company expands its offerings beyond esports to traditional sports and brands (a $65B global sponsorship market.)

Katz and Holt are seasoned strategy leaders who join us from two of the largest media valuation companies, GumGum Sports and Hookit (respectively). These companies have faced off in the competitive market against each other and industry heavyweight, Nielsen Sports. Jeff was the Founder and General Manager of GumGum Sports, while Adam served as Commercial Director at Hookit. Both bring a wealth of industry expertise to FanAI. 

We asked Katz and Holt to share what drew them to FanAI: 

“Brands still don’t know if sponsorships are really effective, beyond top-of-funnel metrics like brand awareness and exposure. While still important, these metrics alone no longer satisfy CFO’s nor CMOs, who are trying to evaluate sponsorship budgets alongside other marketing channels; these companies and their leadership want accountability. FanAI is tackling this problem head on, bringing sales-attribution metrics to both sponsorship and advertising campaigns.”
– Jeff Katz

“This technology is a game changer in a huge and growing market–measuring sponsorship effectiveness. This tech is the holy grail for the sponsorship industry, and no other company is currently capable of doing it.”
– Adam Holt

FanAI is the first sponsorship data analytics platform that connects audience data to real purchase outcomes. Brands can now compare sales and lift from fans of sponsored and prospective teams or leagues against unexposed, look-alike consumers. The FanAI platform enables brands to:

  1. Discover prospective properties based on how fans spend with a brand
  2. Measure the sponsorship portfolio against a brand’s business objective(s)
  3. Optimize investment strategy and specific property activations

CEO Johannes Waldstein explains that, “there is huge disruption in marketing tech today. It’s an extremely dynamic landscape; with third-party cookies, mobile device IDs and location based data going away fast.

Without needing cookies FanAI is able to provide real attribution and bottom-of-the-funnel metrics, fast, efficiently, and at any stage of a sponsorship or digital campaign, which is what brands really want and what we are going to give them.”

Jeff Katz conceptualized and launched GumGum Sports, a sponsor media valuation platform in 2016. Prior to GumGum, Katz was the Director of Mobile Business Development at Verizon Media (formerly AOL).  Katz has spent most of his career as an innovation expert, with over 15 years experience as an entrepreneur, creating and bringing media technology products to market.

Adam Holt’s professional background revolves around sports, media, and entertainment, where he has been responsible for building and leading sales organizations  including at Hookit and Shareablee through their high-growth phases, including post-series A funding. Adam is a native of England and has managed teams across the globe to scale businesses across multiple markets.


About FanAI

FanAI is the first sponsorship data platform that connects audience data to real purchase outcomes, and provides bottom-of-funnel sponsorship metrics. Through a combination of fan data and purchase, social, and streaming data, FanAI’s technology improves sponsorship and digital media effectiveness across the sports & entertainment industries. 

Click here to read about FanAI’s recently announced $8M Series A round, led by Marubeni

For more information, visit