Richmond Football Club Partners with Fanatics for Global Fan Experience

Richmond Football Club, one of the most successful clubs in the Australian Football League with 13 premierships under their belt, has taken a bold step towards revolutionizing the fan experience. The club announced an exclusive and long-term retail partnership with Fanatics, a renowned global digital sports platform, to cater to the needs of their dedicated supporters worldwide.

This exciting collaboration marks the beginning of a new era for Tigers fans, as they can now access an extensive selection of officially licensed merchandise through the newly refreshed online Roar Store and the updated in-person club shop. From guernseys to training wear, headwear, and fan apparel, Richmond enthusiasts now have access to the most comprehensive range of authentic merchandise in the club’s history. The physical Roar Store situated at Punt Road will henceforth be operated exclusively by Fanatics.

The online Roar Store, powered by Fanatics’ innovative Cloud Commerce Platform (CCP), promises an unparalleled shopping adventure for Tigers fans. With features like high-quality product displays, a seamless checkout process, multilingual options, and swift access to new merchandise, supporters can enjoy a premium shopping experience whether they browse from a computer or a mobile device.

Richmond’s partnership with Fanatics is a testament to the digital sports platform’s growing presence in Australia. After securing a groundbreaking league-wide deal with the AFL last year, Fanatics has expanded its reach to include collaborations with other esteemed sports entities like the Essendon Football Club and Rugby Australia.

Dino Imbriano, the General Manager of Consumer Business at Richmond Football Club, conveyed his enthusiasm for the partnership. He stated, “Collaborating with Fanatics, a global leader in the sports retail space, was a natural choice for us as we strive to connect with passionate Tigers fans worldwide. We are thrilled to introduce our revamped online and in-person stores, along with an expanded collection of merchandise that we believe sets a new standard in the league.”

Tyler Emsden, the Director of Business Development for Australia & New Zealand at Fanatics, echoed the excitement, saying, “Partnering with Richmond Football Club aligns perfectly with our values of excellence and fan-centricity. Our Melbourne team is dedicated to working closely with the club to offer Tigers supporters across the globe an exceptional retail journey, ensuring that irrespective of their location or preferred shopping method, they can proudly show their support for the Yellow and Black.”

The collaboration between Richmond Football Club and Fanatics is poised to deliver an unmatched shopping experience and a diverse range of merchandise for Tigers fans. This partnership not only enhances the fans’ ability to exhibit unwavering support for their team but also paves the way for a more immersive and engaging fan journey on a global scale.


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