Richmond Football Club (RFC) continues to make waves in the sports world as they announce an exclusive long-term retail partnership with Fanatics, a renowned global digital sports platform. With an impressive lineup of 13 AFL Premierships under their belt, the Tigers are now set to revolutionize the fan experience for their supporters worldwide.
The collaborative efforts between RFC and Fanatics will bring about a host of exciting developments, starting with the launch of a revamped online store and an updated in-person club shop. This collaboration aims to provide Richmond fans with an extensive array of officially licensed merchandise, including guernseys, training wear, headwear, and fan apparel, making it the most comprehensive collection of Tigers merchandise ever offered. The Roar Store, situated at Punt Road, is now solely operated by Fanatics, ensuring a seamless shopping experience for all customers.
The newly introduced online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with a top-notch shopping experience. With high-resolution product displays, a streamlined checkout process, multiple language options, and quick access to new products, fans can easily browse and purchase merchandise online or via mobile devices.
This partnership signifies Fanatics’ expanding presence in Australia, which kicked off with a groundbreaking league-wide agreement with the AFL last year and has since grown to include partnerships with the Essendon Football Club and Rugby Australia. Richmond Football Club’s General Manager – Consumer Business, Dino Imbriano, expressed his enthusiasm for the collaboration, highlighting the club’s commitment to engaging fans globally. Imbriano stated, “Partnering with Fanatics, a global leader in this field, was a natural choice for us. We are thrilled to introduce our new online and in-person stores, along with an extended range of merchandise, which we believe will set a new benchmark in the league.”
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, echoed the excitement surrounding the partnership. Emsden emphasized the shared values of excellence and fan-centric approach between Fanatics and Richmond Football Club, underscoring the commitment to providing Tigers fans worldwide with an exceptional retail experience. He stated, “Our local team in Melbourne is collaborating closely with the club to ensure that Tigers fans, regardless of their location or preferred shopping method, can proudly support the Yellow and Black.”
This collaboration between Richmond Football Club and Fanatics signifies a significant step towards offering Tigers fans an unparalleled shopping experience and a diverse range of merchandise options, allowing supporters to showcase their allegiance to the team on a global scale.
