Photo: FANATICS
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lame it on Vicky Picca’s mom. A passionate LSU and New Orleans Saints fan, she imbued her daughter with a love for sports that eventually translated into 14 years at the NBA and now to Picca’s executive post at Fanatics, which runs e-commerce for nearly every big American sports league and more than 150 college and pro teams.
Vicky Picca
Fanatics | Senior Vice President, Business Affairs
“My mother taught me a lot about sports, including some of my best curse words,” said Picca, laughing. “She gave me a passion for sports that endured.”
After a clerkship and some time at an entertainment law firm, Picca signed on at Proskauer Rose, a renowned NBA feeder. She joined the NBA in 2000 as associate counsel and eventually migrated to the business side of the league, rising to senior vice president, licensing and business affairs. She joined Fanatics last year and now enjoys dealing with a multiplicity of sports properties.
“Every league has its own personality,” Picca said. “Dealing across all of them has been a refreshing change and a challenge.”
Trying to build the definitive e-commerce licensed sports retailer in a mature business has Fanatics pushing a lot of new ideas in a segment unaccustomed to new formulas. Picca is leading that charge with innate knowledge of how to get things done across a variety of licensees and licensors.
“Leagues and teams aren’t like most other businesses. They are driven by more than just P&L,” Picca said. “There are new models for licensing, and leagues are open to exploring those. I don’t think it will happen in a straight line, because change seldom does, but I definitely think we are on the road there.”
— Terry Lefton
- Notable professional achievement: Using my law degree in a business I love.
- Best advice received: In law school, I was told to take the teacher, not the class, and I have tried to apply that lesson everywhere.
- Cause supported: March of Dimes.
- Woman in sports business I’d most like to meet: Sheryl Sandberg.
- Most memorable sporting events attended: All of my kids’ sporting events.
- If my colleagues were asked to describe me, they would say I: Have a good head on my shoulders, I’m not afraid to work hard, and I’d rather make it through the day with a smile on my face.
