Richmond Football Club, a powerhouse in the AFL with 13 Premierships under its belt, has recently struck up an exclusive long-term retail partnership with Fanatics. Fanatics, a leading global digital sports platform, is renowned for providing fans with an exceptional shopping experience and an extensive range of officially licensed merchandise. The collaboration is set to revolutionize the fan experience for Tigers supporters across the globe.
As part of this partnership, Richmond Football Club has introduced a revamped online store and updated in-person club shop, showcasing a diverse array of merchandise. From guernseys and training wear to headwear and fan apparel, fans now have access to the most extensive collection of Richmond merchandise ever seen. Merging their efforts, the Roar Store at Punt Road is now operated exclusively by Fanatics.
The new online Roar Store has been enhanced with Fanatics’ advanced Cloud Commerce Platform (CCP), offering Tigers fans a top-notch shopping journey. With high-resolution product displays, a seamless checkout process, multiple language options, and easy access to new products, the platform ensures a superior shopping experience for fans, whether they are browsing online or on their mobile devices.
Richmond Football Club’s partnership with Fanatics is an integral part of Fanatics’ expanding presence in Australia. The journey began with a groundbreaking agreement with the AFL last year and has since spread to include partnerships with the Essendon Football Club and Rugby Australia, solidifying their position in the Australian sports market.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the collaboration, highlighting the club’s commitment to engaging with passionate Tigers fans globally. Partnering with a global leader like Fanatics was a strategic choice to elevate the fan experience. He is eager to unveil the new online and physical stores, along with the extensive merchandise range, promising it to be one of the best in the league.
Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed the excitement of the partnership. He emphasized the shared values of excellence and fan-centric approach with Richmond Football Club. The local team in Melbourne is dedicated to working closely with the club to ensure Tigers fans worldwide receive an extraordinary retail experience, enabling them to proudly support the Yellow and Black, regardless of their location or preferred shopping method.
The collaboration between Richmond Football Club and Fanatics is set to deliver an unparalleled shopping experience for Tigers fans. With an extensive array of merchandise options and a devotion to enhancing the fan experience globally, this partnership aims to solidify the connection between the club and its supporters like never before.
