The Richmond Football Club (RFC), renowned winners of 13 AFL Premierships, has recently shaken things up in the sporting world by announcing an exclusive long-term partnership with Fanatics, a leading global digital sports platform. This strategic collaboration is set to revolutionize the fan experience for loyal Tigers supporters across the globe.
One of the key highlights of this partnership is the launch of a revamped online store coupled with a newly updated in-person club shop. This move is geared towards providing Richmond fans with an extensive array of officially licensed merchandise, ranging from guernseys and training wear to headwear and fan apparel. The partnership marks a significant milestone as it boasts the most comprehensive collection of Richmond merchandise ever made available to fans. The iconic Roar Store, situated at Punt Road, is now operated exclusively by Fanatics, enhancing the retail experience for Tigers enthusiasts.
The newly unveiled online Roar Store is powered by Fanatics’ cutting-edge Cloud Commerce Platform (CCP), offering Tigers fans an enhanced shopping journey. The platform boasts high-resolution product displays, a seamless checkout process, multiple language options, and swift access to new items, ensuring a top-notch shopping experience for supporters shopping online or via their mobile devices.
This partnership solidifies Fanatics’ growing presence in Australia, which kickstarted with a significant league-wide deal with the AFL last year. The collaboration has since expanded to include partnerships with other prominent sporting entities such as the Essendon Football Club and Rugby Australia, further cementing Fanatics’ foothold in the Australian sports retail market.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, conveyed his enthusiasm for this groundbreaking partnership: “In our quest to engage fervent Tigers fans across the globe, partnering with Fanatics, a preeminent global player in this domain, was an obvious choice for us. We are thrilled to unveil our new online and physical stores, along with an expanded merchandise range that we believe will set new standards within the league.”
Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed the sentiment: “Teaming up with the Richmond Football Club, a team that mirrors our dedication to excellence and fan-centric values, is truly exciting for us. Our local team in Melbourne is working closely with the club to provide Tigers fans worldwide with a remarkable retail experience, ensuring that regardless of location or shopping method, they can proudly back the Yellow and Black.”
This innovative partnership between Richmond Football Club and Fanatics is poised to revolutionize the shopping experience for Tigers fans across the globe, offering an unparalleled variety of merchandise and enhancing their ability to demonstrate unwavering support for their beloved team on a global scale.
