By Gary Symons
TLL Editor in Chief
Fanatics has recruited ex-IMG executive Matthew Primack as its new Senior Vice President of International Business Development.
Primack is now responsible for building on Fanatics’ strong international growth through the acquisition of new rights and commercial routes to market.
“This is an incredibly exciting time to be joining Fanatics and there is a huge opportunity to grow the International business on an already well-established base” Primack said. “Our ability to deliver a comprehensive range of fan experiences, merchandise, memorabilia and on-demand items designed and manufactured through the company’s vertical commerce business model will help partners across the world better serve their fans, and I am excited to get started and represent the business.”
Fanatics’ international presence has grown significantly in recent years, with the company now operating more than 40 offices, manufacturing facilities and fulfilment centres in 11 countries across the world. The company has also been involved in several high-profile acquisitions, including the takeover of sports apparel rival Wincraft and this month the acquisition of trading card rival Topps.
Fanatics also recently launched a new program with Amazon and the NFL, opening a sports merchandizing store on Amazon’s ecommerce platform for the first time.
Primack, who will be based in London, will look to enhance Fanatics’ business development function, capitalizing on the company’s innovative business model and global capabilities to establish new long-term partnerships.
Primack was previously the long-term Senior Vice President at IMG Licensing responsible for leading a global team of specialist sales, marketing, product and operations executives. In his leadership role at IMG, Primack designed and delivered licensed consumer product extension businesses for a broad portfolio of high-profile brands in sport, entertainment, gaming, corporate IP, and celebrity personalities.
At Fanatics, Primack will report to Fanatics’ President of Business Affairs, Gary Gertzog.
“Matt’s experience and extensive network within the world of sport and entertainment will be invaluable as we look to accelerate our international growth,” said Gertzog. “Fanatics has an established global business that serves millions of sports fans across the world every year and Matt’s expertise will help us to build new partnerships to enable us to reach more fans, whichever team they support and wherever they are in the world.”
The hiring of Primack will result in an internal change in the company’s upper management ranks. Zohar Ravid, currently General Manager and Head of Corporate Development for Fanatics’ International Business, will now shift his focus into a new role to lead Global Corporate Development across all of Fanatics’ businesses.
Beginning in mid-2022 Ravid will be based out of Fanatics’ New York office and alongside his new responsibilities will continue in his work with the company’s global partners.