Richmond Football Club, one of the powerhouses in the Australian Football League (AFL) with 13 Premierships under its belt, has recently made waves by announcing an exclusive long-term partnership with Fanatics, a renowned global digital sports platform. Through this collaboration, the club aims to elevate the fan experience for Tigers supporters across the globe to new heights.
The cornerstone of this exciting partnership is the revitalization of Richmond’s online store and the modernization of their in-person club shop, now under the exclusive operation of Fanatics. Fans of the Tigers can now revel in a vast array of officially licensed merchandise, ranging from guernseys and training wear to headwear and fan apparel, constituting the most comprehensive collection of Richmond-themed products ever made available. The Roar Store, situated at Punt Road, is now a hub of premium Tigers merchandise managed by Fanatics.
The newly launched online Roar Store is powered by Fanatics’ cutting-edge Cloud Commerce Platform (CCP), designed to provide Tigers fans with an unparalleled shopping experience. Boasting high-resolution product displays, a seamless checkout process, multilingual capabilities, and swift access to new items, the platform caters to a modern and diverse fan base whether they prefer online shopping or browsing via their mobile devices.
This strategic partnership is emblematic of Fanatics’ expanding presence in Australia, following a milestone league-wide agreement with the AFL last year. Building on this foundation, Fanatics has since fostered partnerships with other prominent sporting institutions such as the Essendon Football Club and Rugby Australia, solidifying its commitment to revolutionizing the sports retail landscape in the region.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, exuded enthusiasm about the collaboration, stating, “By teaming up with Fanatics, a global leader in the sports retail arena, we are confident that we can better engage our passionate Tigers fan base worldwide. The unveiling of our revamped online and physical stores, along with an expanded range of merchandise, is set to establish new benchmarks within the league.”
Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed Imbriano’s sentiments, declaring, “Partnering with Richmond Football Club, a fellow champion of excellence and fan-focused initiatives, is truly exhilarating. Our Melbourne-based team is collaborating closely with the club to ensure that Tigers supporters globally receive a top-notch retail experience, enabling them to demonstrate their unwavering support for the Yellow and Black wherever they may be.”
This groundbreaking alliance between Richmond Football Club and Fanatics is poised to revolutionize the shopping experience for Tigers fans, offering a diverse range of merchandise and enhanced retail services that cater to the demands of modern sports enthusiasts. With a shared dedication to fostering a robust fan community, both parties are committed to raising the bar and providing supporters with unparalleled opportunities to showcase their loyalty to the Richmond Football Club on a global scale.
