Fanatics appointed Sarah Flynn as the company’s first general manager for Australia and New Zealand.
In this role, Flynn will be based in Melbourne and oversee regional strategy, growth and key partner relationships, reporting to Stephen Dowling, president of International for Fanatics Commerce.
Fanatics reported in a media release that “Australia has become its fastest-growing market outside the United States, with major investment underway in infrastructure and local talent to support expanding operations.” In recent years, the company also noted that it “has added more new partners in Australia and New Zealand than in any other region outside North America.”
Flynn brings over two decades of retail, wholesale and commercial leadership experience across Australia and New Zealand. Most recently, she served as the group general manager of wholesale at Brand Collective, overseeing multiple brand portfolios and leading commercial and operational performance.
Before that, Flynn held senior leadership roles at Champion, where she served as general manager for Champion ANZ, managing wholesale and retail channels and overseeing operations for retail stores across the region. She also led national sales strategies for Bonds, Berlei, Jockey, Mossimo, and Superdry, managing partnerships with major department stores and retail groups.
“Australia and New Zealand live and breathe sport, so appointing our first general manager in the region is a huge milestone for Fanatics,” Dowling said. “Sarah brings real experience and insight from years working in this market, and we’re excited to have her leading our team in Melbourne and our growth in ANZ. She will play a big role in how we show up for fans across the region.”
Fanatics’ regional partner portfolio includes the AFL, Football Australia, Rugby Australia, New Zealand Rugby, Richmond Football Club, Essendon Football Club, Melbourne Storm, and the Australian Olympic Committee. The company will also support its partners at major international events in the country, including the 2026 AFC Women’s Asian Cup and the 2027 Rugby World Cup.
“I’m excited to join Fanatics at such an important moment for the business in Australia and New Zealand,” Flynn said. “This region has an extraordinary sporting culture, and Fanatics’ global scale and commitment to fans sets it apart. I’m looking forward to working with our partners and teams to create new opportunities for fans to connect with the sports they love.”
Image courtesy Fanatics
