Richmond Football Club (RFC), renowned winners of 13 AFL Premierships, recently disclosed an exclusive and enduring collaboration with Fanatics, a leading digital sports platform on a global scale. The primary focus of this partnership is to significantly elevate the fan experience for Tigers enthusiasts across the globe, offering them an enhanced and diversified range of merchandise options.
Included in this partnership is the unveiling of an updated online store and an enhanced in-person club shop, providing Richmond fans with an extensive assortment of officially licensed merchandise. The collection comprises guernseys, training attire, headwear, and fan apparel, essentially creating the most comprehensive array of Richmond merchandise ever made available. The Roar Store, situated at Punt Road, is now solely operated by Fanatics to further enrich the shopping experience for Tigers supporters.
The recently launched online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with a top-notch shopping environment. This platform showcases high-definition product images, a seamless checkout process, versatility in language selection, and swift access to new merchandise, whether shopping via the web or on mobile devices.
This collaboration signifies a part of Fanatics’ expanding presence in Australia, which commenced with a groundbreaking league-wide agreement with the AFL last year and has since grown to encompass partnerships with the Essendon Football Club and Rugby Australia.
Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, expressed his enthusiasm regarding the partnership, stating, “By teaming up with Fanatics, a global leader in this field, we are dedicated to finding innovative ways to engage fervent Tigers fans worldwide. We are thrilled to introduce our new online and in-person stores alongside an expanded merchandise range that we believe will stand out as one of the finest in the league.”
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, echoed Imbriano’s sentiments, saying, “The collaboration with Richmond Football Club, which mirrors our shared values of excellence and a fan-centric approach, is truly remarkable. Our local team in Melbourne is closely collaborating with the club to deliver Tigers fans across the globe with an outstanding retail experience, ensuring that regardless of location or shopping method, they can proudly support the Yellow and Black.”
This alliance between Richmond Football Club and Fanatics assures fans an unmatched shopping experience and an extensive array of merchandise options, making it easier for Tigers supporters to showcase their allegiance to the team on a global scale.
