Richmond Football Club Expands Global Reach with Fanatics Partnership

13-time AFL Premiership winners 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 opening a fully refreshed online store and in-person club shop, will offer Richmond fans a full assortment of officially licensed Tigers merchandise, including guernseys, training wear, headwear and fan apparel, marking amongst the widest assortment of Richmond merchandise ever assembled for fans. The Roar Store, now open at Punt Road, is exclusively operated by Fanatics.

The online Roar Store, which is now live, utilises Fanatics’ market-leading Cloud Commerce Platform (CCP), providing Tigers fans with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout, multiple language options and the quickest access to new product offerings. 

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

Speaking on the partnership, Dino Imbriano, General Manager - Consumer Business at Richmond Football Club, said: “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, also said: “It is fantastic to be partnered with the Richmond Football Club, which share 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.”