
Richmond Football Club (RFC), a dominant force in the AFL with 13 premierships to their name, has made a significant move to elevate the experience of their devoted fan base. Teaming up with Fanatics, a prominent digital sports platform renowned globally, RFC is set to revolutionize the way Tigers supporters interact with the club.
The collaboration between Richmond Football Club and Fanatics will bring forth a long-term retail partnership that aims to provide a holistic fan experience for supporters of the Yellow and Black across the globe. Central to this alliance is the launch of an upgraded online store and a revamped in-person club shop, both offering a wide array of officially licensed merchandise exclusive to Richmond fans.
Enthusiasts can now access an unparalleled selection of products including guernseys, training gear, headwear, and fan-centric apparel, comprising the most extensive range of Richmond merchandise ever made available. At the heart of this initiative is the Roar Store, situated at Punt Road, which is now under the exclusive management of Fanatics.
The newly unveiled online Roar Store harnesses the power of Fanatics’ advanced Cloud Commerce Platform (CCP) to present Tigers fans with a seamless and superior shopping experience. Boasting high-resolution product showcases, a user-friendly checkout process, multilingual options, and real-time updates on new products, the platform ensures a delightful shopping experience whether accessed online or through mobile devices.
This strategic partnership is a testament to Fanatics’ expanding presence in the Australian sports market, having initiated with a landmark agreement with the AFL last year, further extending to collaborative ventures with the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, conveyed his excitement regarding the collaboration with Fanatics, emphasizing the shared goal of captivating Tigers fans across the globe. Imbriano remarked, “Partnering with Fanatics, a global leader in this domain, was a natural choice to enhance the engagement of our passionate fan base. We are thrilled to introduce our new and improved online and in-person stores along with an expanded merchandise assortment, setting a new standard in the league.”
Echoing Imbriano’s sentiments, Tyler Emsden, the Director of Business Development for Australia and New Zealand at Fanatics, expressed his elation at aligning with Richmond Football Club. Emsden highlighted the synergy between the two entities in their pursuit of excellence and unwavering dedication to the fans. He added, “Working closely with the club, our dedicated team in Melbourne is committed to providing Tigers supporters worldwide with an exceptional retail experience, ensuring that regardless of location or shopping mode, they can proudly display their allegiance to the Yellow and Black.”
The partnership between Richmond Football Club and Fanatics heralds a new era for Tigers fans, promising an unmatched shopping experience and an extensive range of merchandise to enable fervent supporters to express their loyalty to the team on a global scale.