Richmond Football Club, a powerhouse in the AFL with an impressive tally of 13 premierships under their belt, is taking the global fan experience to new heights with an exclusive partnership with Fanatics, a renowned digital sports platform. This collaboration is set to redefine how Tigers supporters around the world engage with and showcase their allegiance to the club.
By teaming up with Fanatics, the Tigers have introduced a refreshed online store and revamped in-person club shop, offering fans the most diverse selection of officially licensed merchandise in the history of the club. Whether it’s guernseys, training gear, headwear, or fan apparel, the assortment available caters to every fan’s needs. The Roar Store, situated at Punt Road, has now transitioned to being operated solely by Fanatics, ensuring a seamless shopping experience for all supporters.
The newly unveiled online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers fans with an unparalleled shopping journey. From high-resolution product displays to a streamlined checkout process, multiple language options, and real-time updates on new items, the platform is designed to elevate the online shopping experience for fans, whether they are browsing from their computers or mobile devices.
This strategic partnership with Fanatics marks a significant move in the Australian market for the global sports platform. Fanatics’ foray Down Under began with a groundbreaking league-wide agreement with the AFL last year and has since expanded to include collaborations with other sports entities like the Essendon Football Club and Rugby Australia, demonstrating its commitment to enhancing the fan experience across various sporting realms.
Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, expressed his enthusiasm for the partnership, highlighting the shared goal of engaging Tigers fans worldwide: “In teaming up with Fanatics, a global leader in the field, we sought to find innovative ways to connect with our dedicated fan base. The launch of our new online and in-person stores, coupled with an extended range of merchandise, is sure to set a new benchmark in the league.”
Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed this sentiment, emphasizing the collaborative effort to provide Tigers fans with an exceptional retail experience globally: “Partnering with Richmond Football Club, a like-minded organization that prioritizes excellence and fan-centric values, is truly exciting for us. Our local team in Melbourne is dedicated to working closely with the club to ensure that Tigers fans worldwide can access top-notch merchandise and proudly display their support for the Yellow and Black.”
The partnership between Richmond Football Club and Fanatics signifies a groundbreaking era for Tigers fans, offering an unrivaled shopping experience and an extensive array of merchandise to cater to fans’ diverse needs worldwide. With a focus on providing quality products and enhancing fan engagement, this collaboration is set to elevate the fan experience to new heights.
