Sydney FC Appoints Experienced Retail Executive


Sydney FC has appointed Rebel’s Managing Director of Sports Retailing, Erica Berchtold to the club’s Board of Directors, Chairman Scott Barlow announced today.

Berchtold is responsible for merchandise, marketing and retail operations across all of retail giant Super Retail Group’s sport businesses, including Rebel, Amart Sports, Workout World and Goldcross Cycles.

She comes to Sydney FC with nearly 20 years of Australian retail experience and will advise on all merchandising and retail operations.

Chairman Scott Barlow said the appointment was an important step for the club.

“I’m very pleased to be appointing Erica as a Director to the Sydney FC board.  Erica is an expert in her field and she brings with her a broad range of skills and experience across the sports retailing sector, which will complement the capabilities of our board perfectly,” he said.

“Erica joins the board with a genuine passion for Sydney FC having been a Member for many seasons.

“I’m looking forward to working with Erica to ensure that Sydney FC can deliver the best range of retail products to our Members and fans.”

Berchtold has previously held senior management positions at Harvey Norman and Speciality Fashion Group and is looking forward to beginning her role with the Hyundai A-League’s most recognised club.

“The opportunities for a club like Sydney FC in the sports retail market are enormous and I hope to be able to help the club take advantage of them,” she said.

“Membership and support for Sydney FC is growing year on year, as well as in Australian football in general.

“It is important we achieve high standards for our supporters and meet the targets we set ourselves, as well as challenging our rivals in the retail sector.”

Erica Berchtold is also President of the Australian Sporting Goods Association.

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