News

Richmond Football Club (RFC), a storied team with 13 AFL Premiership wins, has teamed up with Fanatics, a global digital sports platform, in an exclusive long-term retail partnership aimed at enhancing the fan experience for Tigers supporters worldwide.

This strategic alliance includes the launch of a revamped online store and a newly updated in-person club shop, offering Richmond fans a comprehensive selection of officially licensed Tigers merchandise. This includes guernseys, training wear, headwear, and fan apparel, making it one of the widest assortments of Richmond merchandise ever available. The Roar Store at Punt Road, now operated exclusively by Fanatics, is at the heart of this new initiative.

The online Roar Store, now live, leverages Fanatics’ cutting-edge Cloud Commerce Platform (CCP) to provide Tigers fans with a top-tier shopping experience. This platform features high-resolution product displays, a seamless checkout process, multiple language options, and rapid access to new product releases, whether shopping online or via mobile.

This partnership marks another milestone in Fanatics’ expanding presence in Australia. It began with a groundbreaking league-wide deal with the AFL announced last year and has since grown to include partnerships with Essendon Football Club and Rugby Australia.

Dino Imbriano, General Manager - Consumer Business at Richmond Football Club, expressed his enthusiasm for the partnership: “When looking 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 field. We can’t wait to show our fans the new online and in-person stores and expanded merchandise offering, which we are confident will be among the best the league has to offer.”

Tyler Emsden, Director of Business Development, Australia & New Zealand at Fanatics, echoed this sentiment: “It is fantastic to be partnered with the Richmond Football Club, which shares our values of continued excellence and putting the fans first. Our team of local specialists in Melbourne are working in step with the club to offer Tigers fans around the world the very best online and in-person retail experience, meaning that, no matter where you are in the world or how you like to shop, you can show your passion and pride for the Yellow and Black.”

This partnership promises to significantly enhance the accessibility and variety of Richmond Football Club merchandise, ensuring that Tigers fans everywhere can proudly support their team.