Richmond Football Club (RFC), one of the most successful teams in the Australian Football League (AFL) with 13 Premierships under their belt, has taken a significant stride towards enhancing the experience of their global fanbase. Partnering with Fanatics, a prominent digital sports platform, the Tigers aim to revolutionize their merchandise offerings for supporters around the world.
The exclusive long-term retail partnership between RFC and Fanatics marks the beginning of an exciting era for Tigers fans. With both an overhauled online store and a revamped in-person club shop, Richmond supporters now have access to an extensive array of officially licensed merchandise. From guernseys to training wear, headwear, and fan apparel, the variety available is unparalleled, making it the most comprehensive collection of Richmond merchandise ever seen. The club’s physical Roar Store at Punt Road is now under the exclusive operation of Fanatics, promising a seamless shopping experience for all visitors.
Taking advantage of Fanatics’ cutting-edge Cloud Commerce Platform (CCP), the newly launched online Roar Store offers an enhanced shopping journey for Tigers enthusiasts. Boasting high-resolution product displays, a user-friendly checkout process, multilingual options, and quick access to new products, the platform is designed to cater to the needs of Richmond fans worldwide, whether they are shopping on their computers or mobile devices.
This collaboration is part of Fanatics’ strategic expansion in the Australian market, following a significant league-wide agreement with the AFL last year. The partnership portfolio has since grown to include agreements with other prominent clubs such as the Essendon Football Club and Rugby Australia, solidifying Fanatics’ presence in the region.
Dino Imbriano, General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the collaboration, highlighting the club’s commitment to enhancing the fan experience: “Partnering with Fanatics, a global leader in this field, was a natural choice for us as we strive to engage our passionate Tigers supporters worldwide. Our revamped stores and expanded merchandise range are set to be some of the best in the league, providing our fans with top-tier products to express their support for the club.”
Tyler Emsden, Director of Business Development for Australia and New Zealand at Fanatics, echoed Imbriano’s sentiments, emphasizing the mutual dedication to excellence and fan-centric values shared by both parties. He stated, “Collaborating with Richmond Football Club aligns seamlessly with our commitment to delivering exceptional retail experiences for fans. Our Melbourne team is working closely with the club to ensure Tigers supporters globally can access a diverse range of merchandise, allowing them to proudly represent the Yellow and Black, regardless of their location or shopping preferences.”
The partnership between Richmond Football Club and Fanatics signifies a promising future for Tigers fans worldwide. By offering an unmatched shopping experience and an extensive selection of merchandise, this collaboration aims to empower supporters to showcase their allegiance to the team in style, reinforcing the strong bond between the club and its global fan community.