Fanatics adds marketing veteran Airbnb and Coca-Cola to board


Sports Merchandise, Ecommerce and Fan Collectibles Fanatics announced today that it has added two new members to its board. Lydia Jett, managing partner and head of global e-commerce and US consumer internet investment at SoftBank Investment Advisers, and Jonathan Mildenhall, co-founder and executive chairman of TwentyFirstCenturyBrand consultancy and former CMO of Airbnb.

“Fanatics is in the midst of an incredible transformation, and the deep expertise and insight that Lydia and Jonathan both bring to the board will be vital as we unlock a new digital experience for sports fans worldwide,” Fanatics CEO Michael Rubin said in a statement. declaration. “They are both visionaries in their respective fields who will provide invaluable support and guidance as we continue to build a revolutionary sports platform.”

Jett has been working closely with the company since SoftBank led a $1 billion investment round in 2017. Mildenhall may be a more well-known name, given his past as a marketing manager at Coca-Cola and for helping Airbnb grow from 2014 to 2018, with provocative work that set the tone for the brand’s overall voice and image, such as the Super “We Accept” bowl ad from 2017. He has also been an outspoken advocate for driving the marketing and advertising industry on diversity issues.

Mildenhall is now one of four independent board members of Fanatics, alongside Magic Johnson, Storch Advisors CEO Gerald Storch and former WW International CEO Mindy Grossman. His experience with both major heritage and new technology brands is something Fanatics no doubt considers an important resource as it continues its pursuit to evolve and conquer the $500 billion sports business, becoming what Rubin is the “leading digital sports platform” of the planet.


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