Richmond FC Partners with Fanatics for Enhanced Fan Experience

Richmond Football Club, a powerhouse in the AFL with an impressive 13 premierships under their belt, has struck a groundbreaking deal with Fanatics, a prominent digital sports platform, to revolutionize the global fan experience for Tigers supporters everywhere.

The exclusive long-term partnership between Richmond FC and Fanatics aims to elevate the fan experience by offering an unparalleled range of officially licensed merchandise. From guernseys and training gear to headwear and fan apparel, Richmond fans now have access to the most extensive collection of Tigers merchandise ever seen. The Roar Store, located at Punt Road, is now under the exclusive operation of Fanatics, ensuring a top-notch retail experience for all supporters.

The newly launched online Roar Store, powered by Fanatics’ advanced Cloud Commerce Platform (CCP), provides Tigers fans with a top-tier shopping experience. Boasting high-resolution product displays, a seamless checkout process, multiple language options, and quick access to the latest products, whether browsing on a computer or mobile device, the online store is designed to cater to the needs of every fan.

This collaboration forms part of Fanatics’ expanding presence in Australia, starting with a significant league-wide agreement with the AFL last year and extending to partnerships with clubs like the Essendon Football Club and Rugby Australia. By teaming up with Richmond FC, Fanatics continues to establish itself as a key player in delivering premium sports merchandise and exceptional fan experiences.

Dino Imbriano, General Manager of Consumer Business at Richmond FC, expressed his enthusiasm for the partnership, noting that working with Fanatics was a natural choice in engaging passionate Tigers fans worldwide. He highlighted the new online and in-person stores, along with the expanded range of merchandise, as offerings that will set new standards within the league.

Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, echoed the excitement, emphasizing the shared values of excellence and fan-centricity between Fanatics and Richmond FC. He emphasized the dedication of the local Melbourne team in collaborating with the club to provide Tigers fans across the globe with an exceptional retail experience, enabling them to support the Yellow and Black with pride, regardless of their location.

The partnership between Richmond Football Club and Fanatics signifies a major win for Tigers fans, promising an unmatched shopping experience and a diverse array of merchandise to showcase their support for the team on a global scale. From upgraded online shopping options to an extensive range of officially licensed products, this collaboration opens up new avenues for fans to connect with their beloved club and gear up in style.


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