Richmond Football Club, a dominant force in the AFL with 13 Premiership titles under their belt, has struck a groundbreaking alliance with Fanatics, a renowned digital sports platform, to revolutionize the fan experience for Tigers supporters worldwide. This exclusive long-term partnership promises to elevate the merchandise game for Richmond fans across the globe.
The collaboration between Richmond Football Club and Fanatics introduces a revamped online store and an updated in-person club shop that will cater to the insatiable appetite of Tigers supporters for officially licensed merchandise. The extensive range of products includes everything a die-hard fan could dream of, from guernseys and training gear to headwear and fan apparel. This collaboration marks a significant milestone in offering the most comprehensive collection of Richmond merchandise ever seen. The prestigious Roar Store, nestled at Punt Road, is now under the exclusive management of Fanatics.
With the launch of the all-new online Roar Store powered by Fanatics’ cutting-edge Cloud Commerce Platform (CCP), Tigers fans can indulge in a premium shopping experience. The platform boasts high-resolution imagery for product displays, a seamless checkout process, multilingual options, and swift access to the latest merchandise offerings, ensuring an unparalleled shopping experience for fans browsing on desktops or mobile devices.
Fanatics’ expanding presence in Australia commenced with a groundbreaking deal with the AFL last year, and the partnership portfolio has since grown to include alliances with renowned sports entities such as the Essendon Football Club and Rugby Australia. This strategic collaboration with Richmond Football Club underscores Fanatics’ commitment to enriching the retail landscape for passionate sports fans across the globe.
Dino Imbriano, General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the partnership: “Teaming up with Fanatics, a global frontrunner in this domain, was a natural choice as we seek innovative ways to engage loyal Tigers supporters worldwide. We are thrilled to unveil our enhanced online and in-person stores, along with an expanded range of merchandise, promising one of the finest selections in the league.”
Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, also shared his excitement: “Joining forces with Richmond Football Club, a kindred spirit that values excellence and fan-centric ideals like us, is truly exhilarating. Our local team in Melbourne is collaborating closely with the club to deliver an exceptional retail experience for Tigers fans globally, ensuring that no matter where you are, supporting the Yellow and Black is made easier and more exciting.”
The alliance between Richmond Football Club and Fanatics signifies a new era in fan merchandise offerings, promising fans a superior shopping experience and a diverse array of merchandise that allows them to express unwavering support for their beloved team on a global scale.