Richmond Football Club, known for their impressive 13 AFL Premierships, has recently sealed an exclusive and long-term retail partnership with Fanatics, a renowned global digital sports platform. The main goal of this collaboration is to significantly elevate the overall fan experience for Tigers supporters across the globe.
As part of this partnership, Richmond Football Club has unveiled a revamped online store and an upgraded in-person club shop, promising a diverse selection of officially licensed merchandise for the fans. The array includes guernseys, training wear, headwear, and fan apparel, making it the most extensive collection of Richmond merchandise ever available. The Roar Store, situated at Punt Road, is now exclusively managed by Fanatics.
The newly launched online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with a superior shopping experience. The platform boasts high-resolution product displays, a seamless checkout process, various language options, and swift access to new products, catering to fans shopping online or via mobile devices.
This collaboration forms a part of Fanatics’ expanding presence in Australia, commencing with a monumental league-wide agreement with the AFL last year and subsequently broadening to include partnerships with the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager – Consumer Business at Richmond Football Club, conveyed his enthusiasm about the partnership: “In our quest to engage ardent Tigers fans globally, teaming up with Fanatics, a global leader in this domain, was a natural choice. We are thrilled to unveil our new online and physical stores, along with an expanded merchandise range, that we believe will set a benchmark in the league.”
Tyler Emsden, the Director of Business Development, Australia & New Zealand at Fanatics, also shared his excitement: “Teaming up with Richmond Football Club, which shares our dedication to excellence and fan-centric values, is truly remarkable. Our local team in Melbourne is collaborating closely with the club to offer Tigers fans worldwide an outstanding retail experience, ensuring that no matter where you are or how you shop, you can proudly back the Yellow and Black.”
The partnership between Richmond Football Club and Fanatics promises to deliver an unmatched shopping experience and an extensive range of merchandise for Tigers fans, enhancing their ability to demonstrate support for their team on a global scale.
