Richmond Football Club (RFC), a powerhouse in the Australian Football League with a decorated history of 13 AFL Premierships, has taken a significant step to boost its fan engagement globally. In a strategic move, the club has inked an exclusive long-term retail partnership with Fanatics, a renowned digital sports platform that caters to fans worldwide.
The core objective of this collaboration is to elevate the fan experience for Richmond supporters across the globe. The focal point of this partnership includes the unveiling of a revamped online store and a modernized in-person club shop, both of which will offer a diverse range of officially licensed merchandise. From guernseys and training gear to headwear and fan apparel, this collection stands out as the most comprehensive assortment of Richmond merchandise ever made available to fans. The Roar Store, situated at Punt Road, now operates exclusively under the umbrella of Fanatics.
The newly launched online Roar Store is backed by Fanatics’ state-of-the-art Cloud Commerce Platform (CCP), designed to provide Tigers fans with a superior shopping experience. The platform boasts high-resolution product displays, a seamless checkout process, multilingual support, and swift access to new products, ensuring a top-notch shopping experience for fans browsing online or using mobile devices.
This partnership marks a significant milestone in Fanatics’ expanding presence in Australia. The journey began with a groundbreaking league-wide agreement with the AFL last year, and has since flourished with partnerships including the Essendon Football Club and Rugby Australia.
Dino Imbriano, General Manager of Consumer Business at Richmond Football Club, conveyed his enthusiasm about the partnership, emphasizing the club’s commitment to enhancing the fan experience. Imbriano stated, “Teaming up with Fanatics, a global leader in this domain, was a natural choice for us as we seek innovative ways to connect with our dedicated Tigers fans worldwide. We are thrilled to introduce our revamped online and in-person stores, along with an expanded range of merchandise that we believe will set a new benchmark in the league.”
Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, echoed Imbriano’s sentiments, underscoring the mutual dedication to excellence and fan-centric values shared by both organizations. Emsden expressed, “Partnering with Richmond Football Club, a team that aligns with our values of fan empowerment and quality service, is truly exciting for us. Our local Melbourne team is collaborating closely with the club to ensure that Tigers fans across the globe enjoy a remarkable retail experience, no matter where they are or how they choose to shop, enabling them to proudly support the Yellow and Black.”
The collaborative efforts of Richmond Football Club and Fanatics aim to deliver an unparalleled shopping journey for fans and provide a wide array of merchandise options for Tigers supporters worldwide. This partnership signifies a newfound era of enhanced connectivity and fan-centric retail experiences for the global community of Richmond enthusiasts.
