Richmond Football Club (RFC), a powerhouse in the AFL with 13 Premiership wins under their belt, is teaming up with Fanatics, a renowned global digital sports platform. This exclusive long-term retail partnership marks a significant step towards revolutionizing the fan experience for Tigers supporters across the globe.
The collaboration between RFC and Fanatics is set to usher in a new era of merchandise offerings for Richmond fans. With the launch of an updated in-person club shop and a revamped online store, supporters now have access to an extensive range of officially licensed merchandise. From guernseys and training wear to headwear and fan apparel, the assortment is set to be the most comprehensive collection of Richmond merchandise ever curated. The Roar Store, situated at Punt Road, is now under the exclusive operation of Fanatics, ensuring a seamless shopping experience for fans.
The newly introduced online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with a top-notch shopping experience. Boasting high-resolution product displays, a user-friendly checkout process, multilingual options, and swift access to new products, the platform caters to the needs of online and mobile shoppers alike.
Fanatics’ venture into the Australian sports market has been gaining momentum, starting with a groundbreaking league-wide agreement with the AFL last year. This move has seen the company expand its presence by forming partnerships with other prominent sports entities like the Essendon Football Club and Rugby Australia.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the partnership, stating, “Teaming up with Fanatics, a global leader in this space, was a natural choice for us as we seek new avenues to engage our passionate Tigers fans worldwide. We are thrilled to unveil our enhanced merchandise range through our new online and in-person stores, aiming to provide one of the best offerings in the league.”
Tyler Emsden, the Director of Business Development for Australia and New Zealand at Fanatics, echoed the excitement saying, “Collaborating with Richmond Football Club, a like-minded organization that shares our values of excellence and fan-centricity, is truly exciting. Our Melbourne team is working closely with the club to ensure that Tigers fans everywhere receive a world-class retail experience when supporting the Yellow and Black, regardless of their location or preferred shopping method.”
The partnership between Richmond Football Club and Fanatics is poised to deliver an unmatched shopping experience for Tigers fans worldwide. With an expanded merchandise selection and a focus on providing top-quality service, supporters can now proudly showcase their allegiance to the team on a global scale.
