Fanatics, a global digital sports platform, announced the appointment of highly regarded executive Orlando Ashford to the newly created role of Chief People Officer (CPO) at Fanatics Holdings.

In this position, Orlando will work closely with the company’s three distinct businesses – Commerce, Collectibles and Betting & Gaming, while managing global human resources for the company.

Orlando will directly oversee the HR team within Fanatics Holdings and will have a dual reporting role into both Fanatics CEO Michael Rubin; for matters including culture, talent development, corporate communications, corporate social responsibility as well as all diversity and inclusion, and Fanatics CFO Glenn H. Schiffman; for matters including total rewards and HR infrastructure, strategy, policies, and operations. He will be based in New York City.

“Culture is everything and our success is directly related to our incredible associates based around the world. 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,” said Rubin. “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.”