Fanatics hired Tyler Emsden as director of business development across Australia and New Zealand, responsible for growing the business and building partnerships with sports teams, leagues and organizations.
Emsden is also working with existing Fanatic partners to maximize its relationships at major sporting events, including the 2022 ICC Men’s T20 World Cup, where Fanatics will sell fanwear and accessories, support e-commerce and in-venue retail.
Reporting to Matthew Primack, Emsden is also the point person for the South Pacific region for partner satisfaction and maximization of partner merchandise, retail and licensing programs. He is based in Fanatics’ Melbourne, Australia office.
With over a decade of commercial experience in sports, Emsden joins Fanatics after working for the AFL leading its Essendon Football Club, where he was general manager, consumer and responsible for managing its consumer-facing channels.
“Tyler brings with him an established reputation across the AFL and within the wider sports industry as an advocate for progress. His experience and energy make him an ideal fit for Fanatics as we embark on our aggressive growth journey in the market,” said Primack.
Emsden’s hire is Fanatics’ latest move as it continues to expand across Australasia, with its long-term partnership with Rebel, the retailer of sporting equipment, apparel and footwear, in 2021, selling more than 100,000 officially licensed products from worldwide sports clubs, including the NFL, NBA, all major European Football Clubs, MLB, and Formula One, in the region.
Photo courtesy Fanatics
