Richmond Football Club (RFC) has entered into an exclusive long-term retail partnership with Fanatics, a prominent global digital sports platform, to enhance the fan experience for Tigers supporters worldwide. As the winners of 13 AFL Premierships, RFC aims to offer its loyal fan base a wide range of officially licensed merchandise through this collaboration with Fanatics.
The strategic partnership with Fanatics includes the launch of an upgraded online store and a revamped in-person club shop, both showcasing an extensive selection of Richmond merchandise. From guernseys and training wear to headwear and fan apparel, this collaboration introduces the most comprehensive collection of RFC merchandise ever available. The Roar Store, situated at Punt Road, is now exclusively operated by Fanatics, ensuring top-notch service for Tigers fans.
The newly introduced online Roar Store utilizes Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to provide Tigers supporters with an unmatched shopping experience. Boasting high-resolution product displays, a seamless checkout process, multiple language options, and easy access to new products, the platform caters to fans shopping online or via mobile devices, offering convenience and efficiency.
Fanatics’ expansion in Australia kicked off with a significant league-wide agreement with the AFL last year and has since grown to include partnerships with other prominent sports entities like the Essendon Football Club and Rugby Australia. This partnership with Richmond Football Club signifies Fanatics’ commitment to providing quality merchandise and an enhanced shopping experience to sports fans globally.
Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, expressed his enthusiasm for the collaboration, highlighting the club’s dedication to engaging Tigers fans worldwide. He emphasized how teaming up with Fanatics, a global leader in the sports retail industry, was a natural choice for RFC to elevate the fan experience through new online and in-person stores and an expanded merchandise range.
Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, echoed Imbriano’s excitement, emphasizing the shared values of excellence and fan-centric approach between Fanatics and Richmond Football Club. Emsden highlighted the efforts of the local team in Melbourne, working closely with the club to ensure that Tigers fans worldwide enjoy a premium retail experience, enabling them to support the Yellow and Black with pride, regardless of their location or preferred shopping method.
The partnership between Richmond Football Club and Fanatics is set to provide Tigers fans with an unparalleled shopping experience and a diverse selection of merchandise, enabling them to showcase their support for the team on a global scale. With the launch of the enhanced online Roar Store and the exclusive operation of the in-person club shop by Fanatics, RFC fans can look forward to a seamless shopping experience and access to a broad range of officially licensed merchandise.
