Richmond Football Club (RFC), a powerhouse in the Australian Football League (AFL) with an impressive 13 premiership wins, has recently forged an exclusive and long-lasting partnership with Fanatics, a premier global digital sports platform. This collaboration aims to revolutionize the way Tigers fans worldwide engage with their favorite team, bringing them a comprehensive and unparalleled fan experience.
The cornerstone of this partnership is the introduction of a revamped online store and an upgraded physical club shop that will cater to the needs of Richmond supporters everywhere. The wide array of officially licensed merchandise available includes guernseys, training gear, headwear, and fan apparel, marking it as the most extensive collection of Richmond-themed products to date. The Roar Store, situated at Punt Road, is now under the exclusive management of Fanatics, ensuring a top-notch shopping experience for all visitors.
The newly launched online Roar Store leverages Fanatics’ sophisticated Cloud Commerce Platform (CCP) to provide Tigers fans with a seamless and premium shopping journey. Boasting high-resolution images of products, a user-friendly checkout process, multilingual options, and prompt updates on the latest merchandise, the platform caters to the diverse needs of fans, whether they are shopping from their computers or mobile devices.
This collaboration signifies Fanatics’ increasing presence in Australia, characterized by their groundbreaking league-wide agreement with the AFL last year, expanding to encompass partnerships with other major sporting entities like the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the partnership by stating, “By teaming up with Fanatics, a global trailblazer in this space, we aim to engage and excite our dedicated Tigers fans worldwide. Our newly unveiled online and physical stores, along with the expanded merchandise range, are set to become the benchmark for the league.”
Tyler Emsden, the Director of Business Development for Australia and New Zealand at Fanatics, echoed this sentiment, saying, “Collaborating with Richmond Football Club, a team that shares our unwavering commitment to excellence and fan-centric values, is truly remarkable. Our local team in Melbourne is dedicated to working hand in hand with the club to offer Tigers fans across the globe an exceptional retail experience, ensuring that they can proudly support the Yellow and Black from anywhere.”
The partnership between Richmond Football Club and Fanatics promises to redefine the shopping experience for Tigers fans, providing them with a diverse range of merchandise and an enhanced ability to showcase their support for the team on a global scale.
