Richmond Football Club (RFC), renowned for their 13 AFL Premierships, has sealed a lucrative retail deal with Fanatics, a prominent digital sports platform. The collaboration is set to revolutionize the fan experience for supporters of the Tigers across the globe.
The cornerstone of this partnership is the unveiling of an updated online store and a revamped on-site club shop, offering a vast array of officially licensed merchandise for Richmond fans. The collection boasts an extensive range of guernseys, training attire, headwear, and fan apparel, presenting the most comprehensive selection of Richmond-themed merchandise to date. Fanatics has taken over the operations of the Roar Store, conveniently located at Punt Road.
The newly launched online Roar Store is powered by Fanatics’ cutting-edge Cloud Commerce Platform (CCP), providing Tigers supporters with a premium shopping journey. The platform boasts high-quality product visuals, a seamless checkout process, multilingual options, and swift access to new merchandise, catering to online and mobile shoppers alike.
This collaboration marks Fanatics’ expanding presence in Australia, kickstarted by a groundbreaking agreement with the AFL last year and extending to partnerships with the likes of the Essendon Football Club and Rugby Australia.
Dino Imbriano, Richmond Football Club’s General Manager – Consumer Business, expressed his anticipation for the alliance: “In a quest to engage fervent Tigers supporters globally, teaming up with Fanatics, a global frontrunner in this realm, was a natural fit. We are thrilled to introduce our enhanced online and in-person stores, alongside an expanded merchandise range that we believe will stand out in the league.”
Tyler Emsden, Fanatics’ Director of Business Development for Australia & New Zealand, shared his excitement: “Collaborating with Richmond Football Club, which echoes our dedication to excellence and fan-centric ethos, is truly thrilling. Our local Melbourne team is working hand in hand with the club to furnish Tigers fans worldwide with an exceptional retail experience, ensuring that regardless of location or shopping preference, they can proudly show their support for the Yellow and Black.”
The alliance between Richmond Football Club and Fanatics is poised to deliver an unmatched shopping venture and a diverse array of merchandise for Tigers enthusiasts, empowering them to exhibit their support for the team on a global scale.
