Richmond Football Club (RFC), winners of 13 AFL Premierships, has announced an exclusive long-term retail partnership with Fanatics, a leading global digital sports platform. This collaboration aims to significantly enhance the fan experience for Tigers supporters around the world.
The partnership includes the launch of a refreshed online store and an updated in-person club shop, providing Richmond fans with a wide range of officially licensed merchandise. This assortment features guernseys, training wear, headwear, and fan apparel, making it the most extensive collection of Richmond merchandise ever available. The Roar Store, located at Punt Road, is now exclusively operated by Fanatics.
The newly launched online Roar Store utilizes Fanatics’ advanced Cloud Commerce Platform (CCP) to offer Tigers fans a superior shopping experience. The platform features high-resolution product displays, a smooth checkout process, multiple language options, and quick access to new products, whether shopping online or via mobile devices.
This partnership is part of Fanatics’ growing footprint in Australia, which began with a landmark league-wide deal with the AFL last year and has since expanded to include partnerships with the Essendon Football Club and Rugby Australia.
Dino Imbriano, General Manager - Consumer Business at Richmond Football Club, expressed excitement about the partnership: “When looking for new ways to engage passionate Tigers fans around the world, partnering with Fanatics, a global leader in this field, was an obvious choice. We’re excited to unveil our new online and in-person stores and expanded merchandise offering, which we believe will be among the best in the league.”
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, shared his enthusiasm: “Partnering with Richmond Football Club, which shares our commitment to excellence and fan-centric values, is fantastic. Our local team in Melbourne is working closely with the club to provide Tigers fans worldwide with an exceptional retail experience, ensuring that no matter where you are or how you shop, you can proudly support the Yellow and Black.”
This partnership between Richmond Football Club and Fanatics promises to deliver an unparalleled shopping experience and a wide variety of merchandise for Tigers fans, enhancing their ability to show support for their team globally.