Richmond Football Club (RFC) has scored big by teaming up with Fanatics, a leading global digital sports platform, to take the fan experience to the next level. As proud winners of 13 AFL Premierships, the Tigers are no strangers to success on the field, and now they’re aiming to replicate that success off the field by offering their supporters a vast array of officially licensed merchandise through this exclusive long-term retail partnership.

The collaboration between RFC and Fanatics brings about the launch of a revamped online store and an updated in-person club shop, catering to Tigers fans worldwide. This retail assortment boasts a wide selection of items including guernseys, training wear, headwear, and fan apparel, making it the most comprehensive collection of Richmond merchandise ever made available. To top it off, the Roar Store at Punt Road is now under the exclusive operation of Fanatics, ensuring a seamless shopping experience for fans.

The newly introduced online Roar Store harnesses the power of Fanatics’ advanced Cloud Commerce Platform (CCP) to offer Tigers fans a top-notch shopping venture. With features such as high-resolution product displays, a user-friendly checkout process, multilingual options, and quick access to new products, fans can easily navigate through the store whether they are shopping online or on their mobile devices.

This partnership is not the first strides Fanatics has made in Australia, as it kicked off with a significant league-wide agreement with the AFL last year. Since then, Fanatics has expanded its reach to include partnerships with other sports entities like the Essendon Football Club and Rugby Australia, solidifying its presence and influence in the Australian sports retail landscape.

Dino Imbriano, General Manager – Consumer Business at Richmond Football Club, couldn’t contain his excitement about the partnership, stating, “Partnering with Fanatics, a global leader in this field, allows us to connect with passionate Tigers fans worldwide in new and exciting ways. The launch of our reimagined stores and expanded merchandise range is set to redefine the fan experience in the league.”

Echoing this enthusiasm is Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, who expressed, “Collaborating with Richmond Football Club, a team that shares our values of excellence and fan-centricity, is a fantastic opportunity. Together with the club, our local team is dedicated to providing Tigers fans worldwide with an unparalleled retail journey, ensuring that no matter where they are, they can proudly support the Yellow and Black.”

The partnership between Richmond Football Club and Fanatics signifies a commitment to delivering an unmatched shopping encounter for Tigers fans everywhere. With an extensive range of merchandise and a seamless retail experience, supporters can now show their unwavering support for the team in style, no matter where they are in the world.

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By darryl

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