Richmond Football Club, renowned winners of 13 AFL Premierships, has forged an exclusive and enduring retail alliance with Fanatics, a prominent global digital sports platform. This collaboration sets out to drastically elevate the fan experience for devoted Tigers supporters across the globe.
The alliance encompasses the unveiling of a revamped online store and an enhanced physical club shop, offering Richmond fans an extensive array of officially licensed merchandise. This collection includes guernseys, training gear, headwear, and fan apparel, constituting the most comprehensive range of Richmond merchandise ever made available. The Roar Store, situated at Punt Road, is now under the exclusive operation of Fanatics.
The freshly launched online Roar Store leverages Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to provide Tigers fans with a top-tier shopping experience. The platform boasts high-resolution product showcases, a seamless checkout process, various language options, and swift access to new products, catering to online and mobile shoppers alike.
This partnership signals Fanatics’ expanding presence in Australia, instigated by a groundbreaking league-wide agreement with the AFL last year and subsequently broadened to encompass collaborations with the Essendon Football Club and Rugby Australia.
Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, conveyed his enthusiasm about the partnership: “In seeking innovative ways to engage with fervent Tigers fans worldwide, aligning with Fanatics, a global frontrunner in this domain, was a natural selection. We are thrilled to unveil our new online and physical outlets and extended merchandise range, which we anticipate will rank among the best in the league.”
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, also expressed his excitement: “The partnership with Richmond Football Club, which shares our dedication to excellence and fan-centric principles, is truly exciting. Our local Melbourne team collaborates closely with the club to furnish Tigers fans globally with a remarkable retail adventure, ensuring that irrespective of their location or shopping method, they can fervently support the Yellow and Black.”
The collaboration between Richmond Football Club and Fanatics pledges to provide an unparalleled shopping journey and a diverse assortment of merchandise for Tigers fans, enriching their capacity to exhibit support for their team worldwide.