Richmond Football Club (RFC) has teamed up with Fanatics, a renowned global digital sports platform, to revolutionize the fan experience for Tigers supporters worldwide. With a rich history of 13 AFL Premierships under their belt, RFC is setting the stage for an exclusive, long-term retail partnership that will take fan engagement to new heights.
The cornerstone of this collaboration is the launch of an updated online store and a revamped in-person club shop, both brimming with an extensive assortment of officially licensed merchandise. From guernseys and training wear to headwear and fan apparel, Richmond fans now have access to the most comprehensive collection of club merchandise ever assembled. The Roar Store at Punt Road is now under the exclusive operation of Fanatics, promising a seamless shopping experience for enthusiasts.
The newly unveiled online Roar Store harnesses the power of Fanatics’ advanced Cloud Commerce Platform (CCP) to offer Tigers fans a superlative shopping journey. Boasting high-resolution product displays, a streamlined checkout process, multilingual support, and quick access to new arrivals, the platform caters to every need of the discerning Richmond supporter, whether they are shopping from a computer or a mobile device.
This strategic partnership is a testament to Fanatics’ growing presence in Australia, which kicked off with a landmark league-wide agreement with the AFL last year. Expanding their reach further, Fanatics has inked deals with other prominent sporting entities like the Essendon Football Club and Rugby Australia, solidifying their foothold in the region.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, expressed immense enthusiasm about the collaboration, stating, “Partnering with Fanatics, a global leader in this domain, was a natural choice as we seek innovative ways to engage our passionate Tigers supporters worldwide. Through our enhanced online and in-person stores and a wider range of merchandise, we are confident that we are setting a new standard in the league.”
Tyler Emsden, the Director of Business Development, Australia & New Zealand at Fanatics, echoed this excitement, remarking, “Teaming up with Richmond Football Club, a fellow advocate of excellence and fan-centric values, is truly exciting for us. Our local team in Melbourne is dedicated to working closely with the club to ensure that Tigers fans across the globe receive an unparalleled retail experience, enabling them to proudly showcase their support for the Yellow and Black.”
In essence, the partnership between Richmond Football Club and Fanatics heralds a new era of fan engagement, offering a diverse range of merchandise and unrivaled shopping experiences to Tigers supporters worldwide. This collaboration not only enhances the fan experience but also underscores the commitment of both entities to elevating the connection between clubs and their loyal fan base.