Richmond Football Club (RFC), a powerhouse in the Australian Football League with 13 AFL Premierships under their belt, has set the stage for an exciting collaboration. They have announced a long-term retail partnership with Fanatics, a renowned global digital sports platform. The primary goal of this partnership is to elevate the fan experience for the passionate Tigers supporters across the globe.
This exclusive partnership encompasses the redesign of the online store and a revamp of the physical club shop, presenting Richmond fans with an extensive range of officially licensed merchandise. From guernseys to training wear, headwear, and fan apparel, this new collection boasts the most diverse array of Richmond-branded merchandise ever seen. The Roar Store, situated at Punt Road, is now under the exclusive management of Fanatics.
The newly unveiled online Roar Store has been developed using Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to offer Tigers fans a premium shopping experience. The platform features high-quality product displays, a seamless checkout process, multilingual options, and swift access to new products, whether accessed via desktop or mobile devices.
This collaboration marks a pivotal moment in Fanatics’ expansion in Australia. The journey began with a significant league-wide agreement with the AFL last year, and since then, Fanatics has forged partnerships with the likes of the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager – Consumer Business at Richmond Football Club, expressed his elation about the partnership: “In our quest to engage fervent Tigers fans worldwide, teaming up with Fanatics, a global pioneer in this domain, was a natural choice. We are thrilled to introduce our revamped online and physical stores and an extended merchandise selection, which we believe will stand out in the league.”
Tyler Emsden, the Director of Business Development, Australia & New Zealand at Fanatics, also conveyed his excitement: “Joining forces 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 globally an outstanding retail experience, ensuring that no matter where they are or how they choose to shop, they can proudly endorse the Yellow and Black.”
This alliance between Richmond Football Club and Fanatics is committed to delivering an unmatched shopping journey and a broad spectrum of merchandise for Tigers fans, elevating their capacity to exhibit support for their team on a global scale.
