Richmond Football Club (RFC), a powerhouse with 13 AFL Premierships under its belt, has set the stage for an exciting enhancement to the fan experience by partnering with Fanatics, a renowned global digital sports platform. This exclusive long-term retail collaboration is aimed at bringing a new level of excitement to Tigers supporters across the globe.

The partnership rollout includes the unveiling of a revamped online store and an updated physical club shop, offering Richmond fans a diverse selection of officially licensed merchandise. From guernseys and training wear to headwear and fan apparel, the assortment provides the most comprehensive collection of Richmond merchandise ever seen. The Roar Store, situated at Punt Road, is now under the exclusive operation of Fanatics, promising an elevated shopping experience for all Tigers fans.

The newly launched online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to provide Tigers supporters with a top-notch shopping journey. The platform boasts high-resolution product displays, a seamless checkout process, multiple language options, and easy access to new products, catering to online shoppers and mobile users alike.

This partnership signifies Fanatics’ expansion in Australia, which commenced with a significant league-wide agreement with the AFL last year and has since grown to include partnerships with the Essendon Football Club and Rugby Australia, among others.

Dino Imbriano, Richmond Football Club’s General Manager – Consumer Business, expressed his enthusiasm about the partnership, highlighting the club’s dedication to engaging passionate Tigers fans globally. Imbriano stated, “Partnering with Fanatics, a global leader in this field, was a clear choice for us when seeking new ways to connect with our enthusiastic fan base worldwide. We are thrilled to introduce our updated online and in-person stores and expanded merchandise range, which we believe will set a new standard in the league.”

Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, echoed the excitement of the partnership. Emsden emphasized the mutual commitment to excellence and fan-focused values shared by Richmond Football Club and Fanatics. He stated, “Collaborating with Richmond Football Club is a fantastic opportunity for us. Our local team in Melbourne is closely partnering with the club to provide Tigers fans across the globe with an exceptional retail experience, ensuring that regardless of their location or shopping method, they can proudly support the Yellow and Black.”

The collaboration between Richmond Football Club and Fanatics holds the promise of delivering an unmatched shopping experience and a broad range of merchandise for Tigers fans worldwide, elevating their ability to show unwavering support for their beloved team on a global scale.

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