Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties.
At Fanatics, we bring our BOLD Leadership Principles to life every day - building championship teams, obsessing over fans, acting with entrepreneurial speed, and delivering with a determined and relentless mindset.
Role Overview
The General Manager – Wembley Retail is responsible for leading the complete Fanatics retail operation at Wembley Stadium, with full accountability for commercial performance, event retail execution, inventory management, workforce planning, and the strategic relationship with The FA and Wembley Stadium. This role drives sustainable revenue and profit growth across the permanent store and all event retail formats, from Olympic Way and external concourse through to internal levels and hospitality locations, while delivering consistently exceptional fan experiences. The General Manager – Wembley Retail delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.
How Will You Drive Impact
Success is measured by the ability to deliver results through BOLD capabilities and measurable outcomes.
Team & Leadership Impact (Build Championship Teams)
Cross-Functional Leadership
- Act as the senior Fanatics retail contact for The FA, Wembley Stadium and key venue stakeholders, representing Fanatics in operational and commercial meetings and ensuring agreed actions are communicated and delivered.
- Work cross-functionally with Retail Operations, Merchandising, Marketing, IT, Finance, HR, Loss Prevention and Supply Chain to align planning and execution across the operation.
- Embed lessons learned and best practice into standard operating procedures, ensuring the operation continuously improves across store and event trading cycles.
People Leadership
- Build a high-performing management and supervisory team with clear accountability across store, events, inventory and workforce planning, creating succession plans and development pathways for permanent, core and casual team members.
- Set expectations for leadership behaviours, communication, performance management and engagement, ensuring the operation has the right capability and resource for both business-as-usual and major event requirements.
Fan & Customer Impact (Obsessed with Fans)
- Deliver exceptional fan experiences across all Wembley retail touchpoints, including the permanent store, Olympic Way, concourse, internal levels and hospitality locations.
- Identify opportunities to grow the business through new retail concepts, improved space utilisation and enhanced fan engagement tied to events and matchdays.
- Review performance after key events and translate findings into future event plans, ensuring the fan experience continuously improves.
- Maintain a safe, compliant and professionally presented operation at all times, ensuring fans and visitors encounter high retail standards on every occasion.
Innovation & Problem Solving (Limitless Entrepreneurial Spirit)
- Identify and pursue opportunities to grow the Wembley retail operation through events, new retail concepts and improved commercial use of available space.
- Leverage performance data, footfall analysis and post-event reviews to drive insight-led improvements across the operation.
- Build contingency planning and event-readiness protocols that anticipate operational complexity and reduce risk during high-volume activations including OTR IVR Games attached to the FA.
- Champion a culture of continuous improvement across store, event and inventory operations, encouraging the team to surface and act on new ideas.
Ownership & Execution (Determined & Relentless Mindset)
- Own the commercial performance of the Wembley retail operation, delivering against sales budgets, forecasts and KPIs including footfall, conversion, AOV and labour productivity.
- Provide overall leadership for event retail execution across all venue locations, ensuring robust staffing, stock, equipment, technology, security and contingency planning are in place for every activation.
- Own labour, controllable costs and operational expenditure within agreed budgets, driving loss prevention activity and ensuring appropriate audits, investigations and corrective actions are completed.
- Ensure strong controls for accounting, stock, security, health and safety and company policy compliance across the full operation.
AI & DIGITAL CAPABILITY
We are building a future-ready organization. This role is expected to:
- Apply AI and technology to improve efficiency, quality, and outcomes
- Use data and digital tools to inform decisions and enhance performance
- Demonstrate curiosity and adaptability in adopting new technologies and ways of working
- Contribute to a culture of innovation and continuous improvement
Required Qualifications
CAPABILITIES & EXPERIENCE YOU BRING
- Successful senior retail or venue management experience with clear accountability for significant sales and operational performance across multiple revenue streams.
- Proven experience leading complex, high-volume operations and major event delivery, with the ability to manage competing priorities across store and event formats simultaneously.
- Strong commercial judgement with hands-on experience of budgeting, forecasting and KPI management including footfall, conversion, AOV and labour productivity.
- Demonstrable ability to build and sustain senior stakeholder and partner relationships, operating as a trusted day-to-day commercial contact for venue and rights-holder partners.
- Strong people leadership capability with experience of managing through others and creating clear accountability across multiple operational streams, including permanent, core and casual workforces.
- Experience within sports, stadium, event or high-footfall retail environments is highly desirable.
- Flexibility to work matchdays, concerts, major events and evenings and weekends as required by the nature of stadium retail, with willingness to travel occasionally to support business needs and stakeholder engagement.
WORK LOCATION
On-site: Your work location will be onsite in Wembley.
At Fanatics, we operate with a BOLD mindset - We Build Championship Teams, we’re Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined and Relentless Mindset. If you’re ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team.
Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.
About The Team
Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site,
Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA).
At Fanatics Commerce, we infuse our BOLD Leadership Principles in everything we do:
- Build Championship Teams
- Obsessed with Fans
- Limitless Entrepreneurial Spirit
- Determined and Relentless Mindset
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