Fanatics Appoints Sarah Flynn as First General Manager for Australia and New Zealand
Fanatics, a global sports platform and leading provider of licensed sports merchandise, today announced the appointment of Sarah Flynn as the company’s first general manager for Australia and New Zealand. The appointment marks a significant milestone in the company’s continued expansion across one of its fastest-growing international markets.
In the new role, Flynn will lead the Fanatics Commerce business across Australia and New Zealand. She will oversee local strategy, market growth and relationships with key partners in the region. She will be based in Melbourne and report to Stephen Dowling, president of international for Fanatics Commerce.
Australia has become Fanatics’ fastest-growing market outside the United States, with major investment underway in infrastructure and local talent to support expanding operations. In recent years, Fanatics has added more new partners in Australia and New Zealand than in any other region outside North America, strengthening its position as a trusted partner for leading leagues, clubs and sporting organizations across Oceania.
Flynn brings more than two decades of retail, wholesale and commercial leadership experience across Australia and New Zealand. Most recently, she served as group general manager of wholesale at Brand Collective, where she oversaw multiple brand portfolios and led 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’ 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 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.”