Richmond Football Club expands global reach through Fanatics partnership — Fanatics Inc

Thirteen-time AFL premiership-winning Richmond Football Club (RFC) and Fanatics, a global digital sports platform, have signed an exclusive, long-term retail partnership to enhance the fan experience for Tigers fans worldwide.

The deal, which includes the opening of a completely revamped online store and an on-site club shop, will offer Richmond fans a full range of officially licensed Tigers merchandise including jerseys, training wear, headwear and supporter apparel, making the range one of the most extensive ever offered to Richmond fans. The Roar store, now open in Punt Road, will be operated exclusively by Fanatics.

Now available online, the Roar Store leverages Fanatics’ market-leading Cloud Commerce Platform (CCP) to provide Tigers fans with a premium shopping experience whether they’re shopping online or on mobile, offering high-resolution product displays, a seamless checkout experience, multiple language options and the fastest access to new product offerings.

This partnership builds on Fanatics’ growing presence across Australia, which began with a groundbreaking league-wide deal with the AFL announced last year and has since expanded to include the Essendon Football Club and Rugby Australia.

Commenting on the partnership, Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, said: “As we look for new ways to engage passionate Tigers fans around the world, it made perfect sense for us to partner with Fanatics, a global leader in this space. We can’t wait to show our fans the new online and in-person stores, as well as the expanded merchandise offering, which we are confident will be some of the best the league has to offer.”

Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, also said: “It’s fantastic to be working with the Richmond Football Club who share our values ​​of continuous excellence and putting fans first. Our team of local specialists in Melbourne work closely with the club to provide the very best online and in-person shopping experience for Tigers fans around the world. This means that no matter where in the world you are or how you like to shop, you can show your passion and pride for the Yellow and Black.”