Matthew Allan Fitzgerald

Matthew Allan Fitzgerald was born August 13, 1962, in Oak Park, Illinois to Norma Hartnett and Allan Fitzgerald, and passed on to his eternal life on July 22, 2022, surrounded by his loving family. Matt fought a courageous and determined battle against amyotrophic lateral sclerosis (ALS). His passing was peaceful.

Matt graduated from Loyola Academy in Wilmette, Illinois, and excelled in both academics and athletics. He attended Purdue University’s Krannert School of Management where he graduated in 1984. While at Purdue, Matt was a brother of Sigma Alpha Epsilon.

Matt started working at an early age with his father at Premier Printing. During the summers, he was a proud member of the City of Chicago Department of Sanitation garbage crew. Matt learned many lessons during those summers, most notably that he did not want to be a garbageman.

Matt’s career success began at Flair Communications. Matt moved to Connecticut and worked for Heublein as Brand Manager for Smirnoff. Matt arrived in Dallas when he joined Coca-Cola as a senior marketing executive. From there, Matt became Chief of Marketing & Communication for the Dallas Mavericks. He worked to maximize the fan base and community engagement as the team rose to become a legitimate NBA title contender. Among his achievements was designing the iconic Mavericks logo, guiding the Mavs’ innovative social media and digital initiatives that proved to be trendsetters in the NBA and basketball world, and picking the Mavs’ signature introduction song “Eminence Front” by The Who. After a decade in the sports world, Matt joined Drive Financial Services, which later became Santander Consumer USA, where he was Senior VP of Marketing.

Matt was a devout Catholic and long-time parishioner of St. Thomas Aquinas Catholic Church. He had a love of anything resembling a sport or athletic competition. He was an avid pick-up basketball player, pickle ball player and hockey player. Matt enjoyed spending time at the gym and could frequently be found there exercising and socializing with friends.

Matt was a loving father, husband, son and brother. His family was his proudest accomplishment and his legacy. Matt taught us many things, but most of all the value of true friendship. Matt was fiercely loyal to his friends and treated them like family. He had meaningful friendships from childhood and continued to add true friends throughout his life. Matt respected all people and made those he met feel important and heard. His friendships were never more evident than through his battle with ALS this last year. These friends supported him unconditionally and consistently, and they were a great source of strength.

Matt is survived by his wife Amy (Floriano) Fitzgerald, children Olivia and Robert, mother Norma Staed Hartnett, sisters Margaret “Peggy” (Ted) Valavani and Laura Fitzgerald (Mark) Miller, brother Christopher Fitzgerald, parents-in-law Cheryl and Bob Floriano, and brother-in-law Eric (Dawn) Floriano. Matt is also survived by his nieces and nephews Megan Valavanis, Danny (BethAnn) Valavanis, Katherine Valavanis, Sam and Bella Floriano, Michael and Shannon Miller, and long-time nanny and friend Mercedes Reyes. Matt is predeceased by his father Allan Fitzgerald, step-father John Hartnett, and brother Danny Hartnett. Visitation and Rosary will be held from 6-8pm on Thursday, July 28, 2022, at Sparkman/Hillcrest 7405 W. Northwest Highway, Dallas, 75225. Services will be held at 2pm on Friday, July 29, 2022, at St. Thomas Aquinas Catholic Church, 6306 Kenwood Ave., Dallas, 75214.

In lieu of flowers, we ask that you donate to the ALS Association of Texas by visiting donate.tx.als.org/Fitzs_Fight Your donation will help advance important research and improve the lives of Texans with ALS, their families and caregivers through vital programs, such as medical equipment loans, support groups, education, and advocacy.

Help us remember Matt’s incredible legacy. Together, we can create a world without ALS.