Online retail company, Fanatics, have continued their global expansion efforts with the appointment of Tyler Emsden as the business director of Australia and New Zealand.

In the role, Emsden will be responsible for accelerating the presence of Fanatics in the Australia and New Zealand sports market by identifying and building partnerships with sports teams, leagues and organisations.

He will also work with existing partners to maximise Fanatics’ relationships at major events, including the 2022 ICC Men’s T20 World Cup, where Fanatics will produce fanwear and accessories for the event, as well as support with eCommerce and in-venue retail (IVR).

Commenting on his appointment, Emsden, said: “I’m excited to have the opportunity to work within a global leader in licensed sports merchandise, helping to expand Fanatics’ reach in the sports-mad markets of Australia and New Zealand in particular.”

“I am already hard at work building upon our incredible stable of global partners with the intention of working with leading sports teams, clubs, leagues and federations in Australia and New Zealand, and to propel fans’ merchandise experience,” he said.

Fanatics SVP of international business development, Matthew Primack, added: “We are pleased to have Tyler join our growing team as we look to further establish ourselves as the number one brand of the fan across Australia, and worldwide.”

“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,” he said.

The announcement comes after Fanatics singed a long-term deal with UEFA.