Fanatics has announced the appointment of Matthew Primack as senior vice president, international business development.

Primack, who began in his new role this month, will be responsible for building Fanatics' international growth by acquiring new rights and commercial routes to market.

Based in London, Primack will enhance Fanatics' business development function, capitalizing on the company's business model and global capabilities to establish new long-term partnerships.

Primack was previously senior vice president at IMG Licensing, where he was responsible for leading a global team of specialist sales, marketing, product and operations executives. He 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. Primack will report to Gary Gertzog, president, business affairs, Fanatics.

"Matt's experience and extensive network within the world of sport and entertainment will be invaluable as we look to accelerate our international growth," says 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."

"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," says Primack. "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."

Zohar Ravid, currently general manager and head of corporate development for Fanatics' international business, will shift his focus into a new role to lead global corporate development across all Fanatics' businesses.