Fanatics focuses on HR with new chief people officer hire
Experienced Fortune 500 HR veteran Orlando Ashford links up with aspiring sports betting operator
Fanatics has confirmed the appointment of HR veteran Orlando Ashford to the newly created role of chief people officer (CPO).
A veteran of senior HR roles with several Fortune 500 companies including Coca-Cola, Motorola and Marsh & McLennan, Ashford recently served as a strategic advisor to Sycamore Partners, a private equity company specializing in retail and consumer investment, giving guidance on HR issues.
In his new role as Fanatics CPO, Ashford will work closely with Fanatics’ three distinct business divisions: Commerce, Collectibles and Fanatics’ newest division, Betting & Gaming.
He will also manage global human resources for the company, overseeing the HR team within Fanatics Holdings.
Ashford will hold a dual reporting role to both Fanatics CEO Michael Rubin and Fanatics CFO Glenn H. Schiffman, focusing on organizational culture, talent development, corporate communications, corporate social responsibility as well as all diversity and inclusion activities.
In respect of Schiffman, matters on which he will report include for matters including total rewards and HR infrastructure, strategy, policies, and operations.
He will be based in New York City.
Speaking about the recruitment of Ashford, Fanatics CEO Michael J Rubin cited the companywide need to enshrine people at the heart of the business, particularly as it moves into the betting and gaming verticals.
“Culture is everything, and our success is directly related to our incredible associates based around the world,” Rubin said.
“As we continue to grow and expand, it becomes even more important to double down on organizational development, and I can’t think of a better person to lead this charge than Orlando.
“His vast experience running HR teams and his CEO-level experience, with people and culture being the primary lens for how he’s managed and operated his businesses, will help us further develop our ambitions to build one of the world’s most transformative and exciting brands,” he added.
Fanatics is due to begin its long-awaited journey into sports betting in 2023, with a push to prepare for a potential launch by the next NFL season already confirmed by Rubin.
This drive will see the BetFanatics brand launched in more than 15 states, with Rubin suggesting the firm could make up to $8bn in revenue over the next decade.