The Richmond Football Club (RFC), a powerhouse in the Australian Football League with 13 AFL Premierships under their belt, has taken a giant leap towards enriching the fan experience by entering into an exclusive long-term partnership with Fanatics, a renowned global digital sports platform. With a goal to elevate the connection with Tigers supporters worldwide, this collaboration is set to redefine how fans engage with merchandise and show their team loyalty.
This groundbreaking partnership encompasses the introduction of a revamped online store and an upgraded physical club shop, presenting Richmond fans with an extensive array of officially licensed merchandise. The merchandise line-up includes guernseys, training apparel, headwear, and fan gear, offering the most comprehensive selection of Richmond-themed products ever made available. The Roar Store, situated at Punt Road, is now exclusively managed by Fanatics, ensuring a seamless and dynamic shopping experience for fans.
The newly launched online Roar Store leverages Fanatics’ state-of-the-art Cloud Commerce Platform (CCP) to provide Tigers fans with a top-tier shopping environment. With high-resolution product showcases, a user-friendly checkout process, multilingual options, and easy access to new releases, fans can enjoy a smooth shopping journey both on the web and via mobile devices.
This strategic alliance is a testament to Fanatics’ burgeoning presence in Australia, following a significant league-wide agreement with the AFL last year and subsequent collaborations with entities like the Essendon Football Club and Rugby Australia.
Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, conveyed his excitement about the venture: “In our quest to engage fervent Tigers fans across the globe, joining forces with Fanatics, a global frontrunner in this domain, was a natural choice. We are thrilled to unveil our new online and physical stores, along with an expanded range of merchandise, which we believe will set the bar high within the league.”
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, also expressed enthusiasm: “Teaming up with Richmond Football Club, a team that mirrors our dedication to excellence and fan-centric ethos, is truly exciting. Our Melbourne team is collaborating closely with the club to provide Tigers fans worldwide with an exceptional retail experience, ensuring that no matter where they are, they can proudly support the Yellow and Black.”
The Richmond Football Club’s partnership with Fanatics signifies a game-changer in the fan merchandise landscape, promising an unmatched shopping experience and a diverse assortment of products for Tigers supporters globally. By empowering fans to exhibit their unwavering support for the team in style, this collaboration establishes a new standard in fan engagement and retail offerings.
