Dan Goldberg, the Warner Music Group veteran who recently exited the music major after more than a decade, is taking his talents to Fanatics, the leading seller of licensed sportwear.

At Fanatics, Goldberg will continue to play in the music world in a role that sees him focusing his attention on shirts, caps and other merch sold at concerts and music festivals, according to Sportico, which broke the news.

Goldberg has expertise in the space. Prior to his departure from Warner Music in June, he served as senior VP of the company’s Artist Services division, with responsibilities for the group’s e-commerce, tour merchandising, VIP experiences, ticketing, and fan club businesses.

Founded in 1995 and led by its chairman Michael Rubin, Fanatics boasts a database of 80 million sports fans. Goldberg will be tasked with expanding that database into the music space, and capture new opportunities for licensed music apparel.

Prior to joining Warner Music Artist Services back in 2014, Goldberg served as New Business Development at Warner Music Group-owned Roadrunner Records, and as an entertainment attorney with The Davis Firm before that.

Earlier this year, Fanatics raised $320 million in new funding, valuating the business at $12.8 billion, up from $6.2 billion last August.

As the company expands offering beyond sports apparel, Fanatics last month hired former media investment banker and IAC executive Glenn Schiffman to lead its growing ventures as CFO.

Goldberg’s appointment coincides with a relaunch of the Fanatics website.