Richmond Football Club (RFC) has emerged victorious in the AFL with an impressive 13 Premierships under their belt. To elevate the fan experience for their loyal supporters worldwide, RFC has forged an exclusive and long-term retail partnership with Fanatics, a prominent digital sports platform.
This collaboration sets out to revolutionize the way Tigers fans connect with the club, with a particular focus on enhancing their merchandise options. The alliance encompasses the debut of a revamped online store and an upgraded physical club shop that will boast a diverse selection of officially licensed merchandise. From guernseys to training wear, headwear, and fan apparel, this extensive range ensures that Tigers enthusiasts have access to the most comprehensive collection of Richmond merchandise to date. The Roar Store, situated at Punt Road, will now be under the exclusive operation of Fanatics.
The newly unveiled online Roar Store leverages Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to provide Tigers fans with a top-notch shopping experience. The platform boasts features such as crystal-clear product displays, a seamless checkout process, multilingual options, and swift access to new merchandise, catering to online shoppers and mobile users alike.
This strategic partnership reflects Fanatics’ increasing presence in Australia, which commenced with a monumental league-wide agreement with the AFL last year. The collaboration has since expanded to include partnerships with the Essendon Football Club and Rugby Australia, solidifying Fanatics’ foothold in the country.
Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, conveyed his excitement about the collaboration, stating, “In our quest to engage fervent Tigers fans across the globe, teaming up with Fanatics, a global frontrunner in this realm, was a natural decision. We are thrilled to introduce our enhanced online and in-person stores along with an expanded lineup of merchandise, which we believe will set the benchmark in the league.”
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, echoed this sentiment, saying, “The partnership with Richmond Football Club, which shares our unwavering dedication to excellence and fan-centric principles, is truly remarkable. Our local Melbourne team is collaborating closely with the club to offer Tigers fans worldwide an outstanding retail experience, ensuring that regardless of your location or shopping preference, you can proudly back the Yellow and Black.”
The collaboration between Richmond Football Club and Fanatics is poised to deliver an unmatched shopping experience and a diverse range of merchandise for Tigers fans, empowering them to exhibit their support for the team on a global scale.
