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Joachim Hilke, is a German sports marketing Veteran with an colorful career across NFL Europe, UFA/Sportfive early growth story,\xa0 HSV (Hamburg Football Club) and now with Fanatics in Europe.\xa0 Lots of great stories on how the NFL started in Europe and the challenges around it, to an insider look into German Football Club thinking and off course a deep dive into Fanatics\u2019 amazing online merchandise retail business globally.\xa0 Enjoy.\n\xa0\nKey Highlights\nFrom his College thesis to the first job at the NFL Europe with Rhein Fire - great stories how the League and team started (Americana in Duesseldorf)\nNext stop, UFA/Sport 5 -\nHSV (Hamburger Sport Verein \u2013 Bundesliga Club) great stories about selling their rights and sitting on the board of a major Club.\nNaming rights of HSV Stadium \u2013 AOL Arena \u2013 focusing on sponsorship and marketing while the rest of the company is mostly selling TV rights\nUEFA National Team deals \u2013 the good old days of maximizing 2nd & 3rd party rights both in TV and sponsorship (Double production \u2013 sell both sides of the pitch to different sponsors)\nFront Runner of UEFA Qualifiers packages now managed by CAA Eleven\n\n2nd run at HSV \u2013 Chief Commercial officer & Board member again \u2013 dream job for a kid from Essen. At that time, team was a regular in European Football and amongst top teams in the Bundesliga\xa0 (Emirates Airlines on the Jersey)\nChallenging six years on the pitch, legal structure of German Football clubs make it challenging with Fans having a large say and voting rights (Members Club) \u2013 lots of emotions which start influencing decisions\nCurrent role at Fanatics \u2013 Managing Director Global Partnerships \u2013 massive online Merchandise and Licensing retailer, valued US$ 12.8 billion (up from 6b mid last year) \u2013 representing all major US rights holders\ncom \u2013 V-Commerce Model (vertical) \u2013 the ultimate online sports apparel and fan gear store (80% of revenue online)\nDifference between official apparel of Kit supplier and other fan apparel merchandise\n\nDemand for Fan products stayed strong during Pandemic, especially after Leagues started playing again - Fandom is still alive and well\nInternational roll out \u2013 differences in Europe to US model with Leagues \u2013 in Europe deals are done with Clubs and not Leagues\nSome big names signed up in Europe, German and English FA, PSG (Paris St Germain) and Bayern Munich\nWith large volume but thin margins in merchandise, wondering why European Football Leagues don\u2019t bundle merchandise like the American Leagues?\nOpportunity to take global IP to Asia and other parts of the world. Hillhouse Capital (PE Fund), JV partner for China market launch. Office in Tokyo, dealing with Japanese Baseball and US Sports\nCounterfeit products not a major focus or concern -\xa0 focus heavily on Football/Soccer for now\n\xa0\xa0\xa0\xa0\xa0\xa0\nAbout\n2017 \u2013 today, Fanatics International, MD Global Partnerships\n2011 \u2013 2017, Hamburger SV (HSV Fu\xdfball AG), CCO\n1998 \u2013 2010, Sportfive, CEO International\n1994 \u2013 1997, NFL International, MD Rhein Fire\n\xa0\nFollow us\xa0on our social sites for the latest updatesInstagram:\xa0https://www.instagram.com/sportsentrepreneurs/Facebook:\xa0https://www.facebook.com/marcusluerpodcastLinkedIn:\xa0https://www.linkedin.com/company/sports-entrepreneursWebsite:\xa0https://marcusluer.comPodcast:\xa0https://marcusluer.com/podcast\nTo get in touch, please email us at\xa0podcast@marcusluer.com\n\xa0\nFeel Good by MusicbyAden\xa0https://soundcloud.com/musicbyadenCreative Commons \u2014 Attribution-ShareAlike 3.0 Unported \u2014 CC BY-SA 3.0Free Download / Stream:\xa0https://bit.ly/_feel-goodMusic promoted by Audio Library\xa0https://youtu.be/bvgIqqRStcQ