US sporting goods retailer Fanatics has appointed Sarah Flynn as its first general manager for Australia and New Zealand.
The company, which is one of the world’s leading providers of licensed merchandise, said in a statement that the appointment was a “significant milestone” for Fanatics’ continued expansion in one of Fanatics’ most promising regions worldwide. Australia has recently developed into the “strongest growing market outside the USA” for the company.
Flynn will be based in the Australian metropolis of Melbourne and will lead local strategy, market growth and relationships with key partners in the region. She reports directly to Stephen Dowling, President of International at Fanatics Commerce.
“Australia and New Zealand live and breathe sport, so the appointment of our first general managers in the region is an important milestone for Fanatics,” Dowling said in a statement. “Sarah brings real experience and insight from her years of working in this market. We are excited for her to lead our team in Melbourne and our growth in Australia and New Zealand. She will play an important role in how we present ourselves to fans across the region.”
Flynn has more than two decades of retail and wholesale management experience in Australia and New Zealand. Most recently, she served as Group General Manager of Wholesale at Brand Collective. There she was responsible for several brand portfolios and managed commercial and operational activities.
Previously, Flynn held senior positions at sportswear label Champion. There, as General Manager for Champion ANZ, she was responsible for wholesale and retail channels and store operations in the region. She also led the national sales strategies for the Bonds, Berlei, Jockey, Mossimo and Superdry brands and maintained partnerships with major department stores and retail groups.
Flynn acknowledged the new challenge: “I am delighted to be joining Fanatics at such an important time for the business in Australia and New Zealand,” she said. “This region has an exceptional sports culture, and Fanatics stands out for its global reach and commitment to fans. I look forward to working with our partners and teams. Together, we will create new ways for fans to connect with the sports they love.”
The company emphasized that it is currently making targeted investments in infrastructure and personnel in the region to drive expansion. Fanatics has gained more new partners in Australia and New Zealand than in any other region outside of North America and is committed to further strengthening its position as a “trusted partner for leading leagues, clubs and sports organizations across Oceania”.
Currently, Fanatics’ partner portfolio in the region 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 also wants to support its partners at major international events in the country. These include the 2026 AFC Women’s Asian Cup and the 2027 Rugby World Cup.
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