Richmond Football Club has struck a momentous deal with Fanatics, one of the leading global digital sports platforms, in a bid to elevate the global fan experience for Tigers supporters. As the possessors of 13 AFL Premierships, RFC continues its legacy of excellence by partnering with Fanatics for an exclusive long-term retail collaboration.
This partnership will pave the way for the unveiling of a refreshed online store and an updated in-person club shop, aimed at providing Richmond fans with an extensive array of officially licensed merchandise. The merchandise collection will encompass a wide range of items including guernseys, training wear, headwear, and fan apparel, making it one of the most comprehensive offerings of Richmond merchandise ever made available. The renowned Roar Store at Punt Road will now be exclusively managed by Fanatics as a part of this collaboration.
The newly launched online Roar Store leverages Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to provide Tigers fans with a seamless shopping experience. The platform boasts high-resolution images of products, a user-friendly checkout process, multiple language options, and rapid access to new merchandise, ensuring an effortless shopping experience whether accessing the store online or through mobile devices.
This strategic partnership forms a pivotal part of Fanatics’ expanding presence in Australia, which commenced with a groundbreaking league-wide agreement with the AFL last year and has since broadened to encompass partnerships with other sports entities like the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, conveyed his enthusiasm regarding the collaboration, stating, “In our quest to engage Tigers fans worldwide, partnering with Fanatics, a global authority in this domain, was a natural choice. We are thrilled to introduce our revamped online and physical stores along with an extended range of merchandise, which we believe will set a benchmark in the league.”
Tyler Emsden, Director of Business Development for Australia and New Zealand at Fanatics, echoed a similar sentiment, expressing his excitement about the partnership. Emsden mentioned, “Collaborating with Richmond Football Club, an organization that shares our dedication to excellence and fan-centric values, is truly remarkable. Our local team in Melbourne is working diligently with the club to offer Tigers fans across the globe a top-notch retail experience, ensuring that fans can proudly support the Yellow and Black irrespective of their location or preferred shopping method.”
The alliance between Richmond Football Club and Fanatics is poised to offer Tigers fans an unparalleled shopping experience and an extensive array of merchandise options, allowing supporters to showcase their allegiance to the team on a global scale.
