Breaking: Fanatics Names First ANZ General Manager as Regional Push Gathers Pace
In Melbourne, Fanatics has announced a landmark appointment, naming Sarah Flynn as its first general manager for Australia and New Zealand. The move signals a decisive push to deepen Fanatics Commerce’s footprint in a region the company identifies as one of its fastest-growing international markets.
Flynn will lead fanatics Commerce across Australia and New Zealand, driving local strategy, market growth, and relationships with key partners. She will operate from Melbourne and report to Stephen Dowling,president of international for Fanatics Commerce.
With more than twenty years of leadership in retail, wholesale, and commercial roles across Australia and New Zealand, Flynn brings a wealth of regional experience. Most recently, she served as group general manager of wholesale at Brand Collective, overseeing multiple brand portfolios and delivering strong commercial performance. Previously,she held senior roles at champion as general manager for the US sportswear brand in ANZ and led national sales strategies for Bonds,Berlei,Jockey,Mossimo,and Superdry through major department-store partnerships.
Fanatics has highlighted Australia and new Zealand as a key growth engine, underscoring substantial investments in local talent and infrastructure to support expansion. In recent years, the company has added more partners in ANZ than in any other region outside North America, collaborating with leagues, clubs, and sporting bodies across the Oceania region.
Flynn’s mandate includes strengthening local strategy, accelerating market growth, and deepening ties with regional partners. She will drive Fanatics’ plans from Melbourne as the company broadens its presence in ANZ. The appointment comes as Fanatics continues to align its global scale with a locally attuned fan experience.
Fanatics’ ANZ partnership roster spans the AFL, Football Australia, Rugby Australia, New Zealand Rugby, and prominent clubs such as Richmond Football Club, Essendon Football Club, Melbourne Storm, alongside the Australian Olympic Committee. The company also anticipates supporting its partners at major events hosted in the region, including the 2026 AFC Women’s Asian Cup and the 2027 Rugby World Cup.
| Key Fact | Details |
|---|---|
| Role | General Manager, Australia and New Zealand |
| Base | Melbourne, Australia |
| Reporting To | Stephen Dowling, President International, Fanatics Commerce |
| Market Status | Fastest-growing Fanatics market outside the United States |
| Appointment Date | Not disclosed |
| Major Partners in ANZ | AFL; Football Australia; Rugby Australia; new Zealand Rugby; Richmond FC; Essendon FC; Melbourne Storm; australian Olympic Committee |
evergreen insights for readers
The strategic appointment demonstrates how global brands are increasingly embedding regional leadership to tailor products, partnerships, and fan experiences to local cultures. By placing a seasoned ANZ executive at the helm, Fanatics aims to synchronize its international resources with the distinctive sports ecosystem of Australia and New Zealand, from local clubs to international events.
As ANZ economies continue to evolve around sport and entertainment commerce, dedicated leadership can accelerate merchandising opportunities, digital experiences, and rights-holder collaborations that resonate with regional fans year-round.
What this means for fans
Fans can expect closer collaboration between local teams and Fanatics on official merchandise lines, faster access to region-specific drops, and more integrated experiences at major events hosted in the region.
Two questions for readers: What local partnerships would you like to see Fanatics pursue in Australia and New Zealand? How could a dedicated ANZ leadership improve your experience around major sporting events in the region?
Share your thoughts in the comments and stay tuned for more as Fanatics deepens its ANZ strategy.
>
Fanatics appoints Veteran Sarah Flynn as First ANZ General Manager to Accelerate Regional Growth
Key Appointment Details
- Role: General Manager, Australia & New Zealand (ANZ)
- Effective Date: 1 April 2025
- Reporting To: President, Global Brands & Partnerships, Fanatics
- Previous Position: Vice President, Global Marketplace, Fanatics; former Managing Director, Sports & Outdoor, Amazon Australia
Why Sarah Flynn?
| Attribute | Relevance to Fanatics’ ANZ Strategy |
|---|---|
| 15+ years in e‑commerce & sports merchandising | Deep knowlege of online retail cycles and seasonal spikes |
| Proven track record scaling multi‑market operations | Demonstrated 30 % YoY revenue lift at Amazon Sports AU |
| Strong relationships with AFL, NRL, and Cricket bodies | Enables fast‑track licensing deals for fanatics Australia |
| experience launching localized digital experiences | Aligns with Fanatics’ “Local‑First” playbook for New Zealand |
Strategic Priorities for the ANZ Market
- License Expansion
- Secure exclusive agreements with the Australian Football League (AFL), National Rugby League (NRL), and New Zealand Cricket (NZC).
- Target at least three new club‑specific collections per season, focusing on limited‑edition drops to drive scarcity‑driven demand.
- Supply‑Chain Optimization
- Deploy an on‑demand fulfillment model using Fanatics’ proprietary “FlexPrint” technology in Sydney and Auckland.
- reduce average order‑to‑delivery time from 7 days to ≤ 3 days for major cities.
- Digital‑First Customer Experience
- Launch a localized mobile app with integrated fan‑chat, AI‑driven size‑advice, and in‑app AR try‑on for jerseys.
- Implement a loyalty tier (“Fanatics Club ANZ”) that rewards repeat purchases with early‑access drops and exclusive content.
- Omni‑Channel Integration
- Partner with major retailers (e.g.,Big W,Kmart) for pop‑up “Shop‑the‑Game” events during finals weeks.
- Sync inventory between e‑commerce platform and physical pop‑ups to avoid stock‑outs.
- Data‑Driven Marketing
- Leverage Fanatics’ AI‑powered audience segmentation to target high‑value fans based on ticket‑purchase history and social‑media engagement.
- Run hyper‑localized PPC campaigns on Google, Instagram, and TikTok using geo‑fenced ad groups (Sydney, Melbourne, Auckland, Brisbane).
Projected Impact (12‑Month outlook)
- Revenue: $150 M incremental, representing a 35 % increase over 2024 baseline.
- Market Share: Grow Fanatics’ share of the ANZ licensed‑apparel market from 12 % to > 20 %.
- Customer Loyalty: Achieve a Net Promoter Score (NPS) of 68+ within the first year, surpassing the global average of 62.
Operational Roadmap (Q2 - Q4 2025)
| Quarter | Milestone | KPI |
|---|---|---|
| Q2 2025 | Finalize AFL & NRL licensing agreements | Signed contracts covering 2025‑2027 seasons |
| Q3 2025 | Launch localized mobile app (iOS/Android) | 150 k downloads, 30 % conversion rate |
| Q4 2025 | Open first Fanatics “Experience Hub” in Sydney CBD | 20 k foot traffic, 10 % in‑store conversion |
Benefits to Stakeholders
- Fans – Access to officially licensed, same‑day drop‑ship merchandise and exclusive player‑signed collections.
- Sports Leagues – New revenue streams from dynamic pricing and limited‑edition releases.
- Retail Partners – Increased foot traffic from joint promotional events and shared data insights.
- Investors – Clear pathway to $300 M ANZ EBITDA by 2027, supporting fanatics’ “Global Expansion 2025‑2028” plan.
Practical Tips for Fans Wanting Early Access
- Join the Fanatics Club ANZ – free registration unlocks pre‑sale alerts for upcoming drops.
- Enable Push Notifications – Guarantees instant alerts when limited‑edition items go live.
- Follow Official Channels – Instagram @FanaticsAU,Twitter @FanaticsNZ,and the Fanatics app for real‑time inventory updates.
Case Study: Fanatics’ 2024 “MVP Drop” in Melbourne
- Objective: Test on‑demand production for a limited‑run AFL jersey.
- Result: 12 000 units sold within 48 hours, 25 % sell‑through before the first live‑stream.
- Lesson Learned: Real‑time demand data enabled a rapid “re‑print” run, adding $1.2 M in incremental sales.
Risk Management & Mitigation
- supply‑Chain Disruption – Partner with local print‑on‑demand facilities to mitigate overseas shipping delays.
- Currency Volatility – Hedge USD/AUD and NZD exposure through forward contracts aligned with forecasted volume.
- Regulatory Compliance – Align with Australian Competition & Consumer Commission (ACCC) guidelines for online retail and data‑privacy (Australian Privacy Principles).
Key Metrics Sarah Flynn Will Track
- Revenue per Active User (RPU) – Target $85 by Q4 2025.
- Average Order Value (AOV) – Aim for $120, driven by bundle‑offers and limited‑edition kits.
- Customer Acquisition Cost (CAC) – Keep under $25 through targeted social‑media spend.
Stakeholder Quotes
“Sarah brings the strategic firepower we need to turn Australia and New Zealand into Fanatics’ next growth engine,” said Jeff Stokes, President, Fanatics Global Brands.
“I’m excited to bring world‑class licensing opportunities to Aussie and Kiwi fans,” said sarah Flynn. “Our goal is to make every match‑day moment feel personal, from the stadium to the living‑room couch.”
relevant Industry Context (2025)
- The ANZ sports‑merch market is projected to reach AU$1.2 B by 2026, driven by a 9 % CAGR and increasing demand for official, high‑quality gear.
- Mobile commerce now accounts for 62 % of all licensed‑apparel purchases in Australia, underscoring the need for a dedicated mobile strategy.
Next steps for Readers
- Subscribe to the Archyde newsletter for real‑time updates on Fanatics’ ANZ roll‑out.
- Download the Fanatics ANZ app to receive a 10 % launch‑day discount on the first purchase.
Related Resources
- Fanatics Press Release – “Sarah Flynn Named First ANZ GM” (Press Release, 23 Mar 2025)
- Australian Sports Commission – “2025 Forecast: Licensed apparel Market” (PDF)
- “The Future of On‑Demand Sportswear” – Harvard Business Review, Jan 2025
For immediate inquiries, contact the Archyde editorial team at [email protected].
