Richmond Football Club, a powerhouse in the Australian Football League with 13 premierships under its belt, has joined forces with Fanatics, a renowned global digital sports platform, in an exclusive long-term retail partnership. This exciting collaboration is set to elevate the fan experience for Tigers supporters across the globe.
The cornerstone of this partnership is the launch of a revamped online store and an updated physical club shop, offering Richmond fans an unparalleled selection of officially licensed merchandise. From guernseys to training gear, headwear, and fan apparel, the collection encompasses the most extensive range of Richmond-branded products ever made available. The Roar Store, situated at Punt Road, is now under the exclusive management of Fanatics.
The newly unveiled online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with a top-notch shopping experience. Boasting high-resolution product visuals, a seamless checkout process, multilingual options, and easy access to new items, the platform caters to fans shopping online or on the go via mobile devices.
This strategic alliance marks Fanatics’ expanding presence in Australia, which commenced with a groundbreaking league-wide agreement with the AFL last year and has since grown to encompass partnerships with the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, expressed his anticipation for the collaboration, stating, “In our pursuit of new ways to engage and connect with passionate Tigers fans worldwide, teaming up with Fanatics, a global leader in the realm of sports merchandise, was a natural choice. We’re thrilled to introduce our revamped online and physical stores and an extended range of merchandise that we believe will set new standards in the league.”
Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed the excitement, saying, “Partnering with Richmond Football Club, a like-minded organization that shares our values of excellence and fan-centricity, is truly exciting. Our local team in Melbourne is collaborating closely with the club to deliver an exceptional retail journey for Tigers fans globally, ensuring that, regardless of location or shopping method, they can proudly show their support for the Yellow and Black.”
With this collaboration between Richmond Football Club and Fanatics, fans of the Tigers can expect an unparalleled shopping experience and a diverse range of merchandise options. This initiative is set to empower supporters in showcasing their allegiance to the team on a global scale, reinforcing the bond between the club and its passionate fan base.
