Richmond Football Club (RFC), a powerhouse in the AFL with 13 Premierships under their belt, has taken a significant step towards enhancing their global fan base’s experience by teaming up with Fanatics, a leading digital sports platform. This exclusive long-term retail partnership is set to revolutionize the way Tigers supporters around the world engage with their beloved team.
The crux of this collaboration revolves around the launch of a revamped online store and an upgraded in-person club shop that will cater to the discerning tastes of Richmond fans. This partnership with Fanatics will offer an unparalleled range of officially licensed merchandise, including guernseys, training gear, headwear, and fan apparel. This diverse collection is poised to be the most comprehensive assortment of Richmond-themed merchandise ever made available to fans. The Roar Store, located at Punt Road, will now be solely operated by Fanatics, ensuring a seamless and top-notch shopping experience for supporters.
The newly unveiled online Roar Store capitalizes on Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to provide Tigers fans with a superior retail experience. The platform boasts high-resolution product displays, a user-friendly checkout process, multi-language options, and immediate access to the latest offerings, whether shopping online or on mobile devices.
Fanatics’ foray into the Australian market has been steadily expanding, with this partnership marking a milestone in their efforts. An overarching league-wide deal with the AFL set the tone last year, leading to subsequent collaborations with prominent clubs like the Essendon Football Club and Rugby Australia. The alliance with Richmond Football Club underscores Fanatics’ commitment to enhancing the fan experience and retail landscape within the country.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, conveyed his enthusiasm for the partnership, stating, “In our quest to engage and excite Tigers fans worldwide, joining forces with Fanatics was a natural choice. The launch of our revamped online and physical stores, alongside an expanded merchandise range, is set to raise the bar within the league.”
Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed this sentiment, expressing his delight in collaborating with a club that shares their values of excellence and fan-centricity. The Melbourne-based team at Fanatics is dedicated to working closely with Richmond Football Club to ensure that Tigers fans globally receive a premium retail experience, irrespective of their location or preferred shopping method.
The partnership between Richmond Football Club and Fanatics signifies a commitment to offering Tigers fans an exceptional shopping experience and an extensive array of merchandise to exhibit their support for the team on a global scale. With a focus on innovation, quality, and fan engagement, this collaboration is poised to redefine the standards of fan merchandise offerings within the sporting industry.
