Richmond Football Club (RFC) is set to revolutionize the fan experience for Tigers supporters globally with its exclusive long-term retail partnership with Fanatics, a leading digital sports platform. With a rich history boasting 13 AFL Premierships, the collaboration aims to elevate the fan journey to new heights.
Fans of the Tigers can expect a whole new shopping experience with the launch of a revamped online store and a redesigned in-person club shop, offering a wide array of officially licensed merchandise. From guernseys to training wear, headwear, and fan apparel, supporters now have access to the most extensive collection of Richmond merchandise ever available. The Roar Store, situated at Punt Road, is now under the exclusive operation of Fanatics.
The newly unveiled online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with a seamless shopping experience. With high-resolution product displays, a user-friendly checkout process, multilingual options, and quick access to new products, shopping for the latest Richmond gear is easier than ever, whether browsing online or on mobile devices.
This partnership marks Fanatics’ expanding presence in Australia, commencing with a significant league-wide agreement with the AFL last year and extending to partnerships with the Essendon Football Club and Rugby Australia in subsequent developments.
Dino Imbriano, General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the collaboration, stating, “Partnering with Fanatics, a global leader in the industry, was a natural choice as we seek innovative ways to engage dedicated Tigers fans worldwide. We are thrilled to introduce our new online and in-person stores, offering an expanded range of merchandise which we believe will stand out as one of the best in the league.”
Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, shared his excitement, saying, “Teaming up with Richmond Football Club, a partner that shares our dedication to excellence and fan-centric values, is a fantastic opportunity. Our local team in Melbourne is working closely with the club to deliver an exceptional retail experience for Tigers fans across the globe, ensuring that fans can proudly support the Yellow and Black wherever they are and however they choose to shop.”
The collaboration between Richmond Football Club and Fanatics is poised to provide Tigers fans with an unrivaled shopping experience and a diverse selection of merchandise, empowering them to proudly show their support for the team on a global scale.
