Richmond Football Club, a powerhouse in AFL history with 13 premierships under their belt, has recently announced an exclusive long-term partnership with Fanatics, a prominent global digital sports platform. This collaboration is poised to revolutionize the fan experience for Tigers supporters worldwide, setting a new standard in the realm of sports merchandise.
The heart of this partnership lies in the unveiling of a revamped online store and a refreshed in-person club shop, offering Richmond fans an unparalleled selection of officially licensed merchandise. From guernseys and training wear to headwear and fan apparel, this collection boasts the most extensive range of Richmond merchandise ever made available to fans. The Roar Store, situated at Punt Road, is now under the exclusive operation of Fanatics, promising a fresh and exciting shopping experience for all supporters.
The newly launched online Roar Store leverages Fanatics’ state-of-the-art Cloud Commerce Platform (CCP) to provide Tigers fans with a premium shopping journey. With high-resolution product displays, a seamless checkout process, multilingual options, and rapid access to new products, supporters can easily browse and shop for their favorite team gear, whether on a desktop or via mobile devices.
This collaboration marks a significant milestone for Fanatics in Australia, following their groundbreaking league-wide agreement with the AFL last year. The partnership has since expanded to include alliances with other esteemed sports entities such as the Essendon Football Club and Rugby Australia, solidifying Fanatics’ presence in the Australian sports retail landscape.
Dino Imbriano, General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the collaboration, emphasizing the club’s commitment to engaging fans globally. Imbriano stated, “Partnering with Fanatics, a global leader in this field, allows us to connect with our passionate Tigers fans on a whole new level. The enhanced merchandise offering and revamped retail outlets will undoubtedly rank among the best in the league, providing our supporters with a top-tier shopping experience.”
Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, echoed a similar sentiment, highlighting the shared values of excellence and fan-centric focus between the two entities. Emsden remarked, “Teaming up with Richmond Football Club aligns perfectly with our dedication to delivering exceptional experiences to fans. Our local team in Melbourne is fully committed to working alongside the club to ensure that Tigers supporters worldwide can access high-quality merchandise that allows them to proudly support the Yellow and Black, regardless of their location or preferred shopping platform.”
The partnership between Richmond Football Club and Fanatics marks a new era for Tigers fans, offering them an unmatched shopping experience and a diverse array of merchandise to exhibit their unwavering support for the team on a global scale. The collaboration sets a precedent for the seamless blending of sportsmanship and retail excellence, promising a bright future for fan engagement and team representation.
