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Richmond Football Club Partners with Fanatics

Richmond Football Club (RFC), the proud winner of 13 AFL Premierships, has recently announced an exclusive long-term partnership with Fanatics, a renowned global digital sports platform. This collaboration sets out to revolutionize the fan experience for Tigers supporters all over the world.

As part of this exciting partnership, fans can look forward to a revamped online store and an updated in-person club shop, where they can find an extensive selection of officially licensed merchandise. The range includes everything from guernseys and training wear to headwear and fan apparel, making it the most comprehensive collection of Richmond merchandise ever made available. Notably, Fanatics will now exclusively operate the Roar Store situated at Punt Road.

The newly unveiled online Roar Store leverages Fanatics’ advanced Cloud Commerce Platform (CCP) to offer Tigers fans an enhanced shopping journey. This cutting-edge platform boasts high-resolution product displays, a seamless checkout process, multiple language options, and swift access to new products, ensuring a top-notch shopping experience for Richmond supporters whether they are browsing online or using their mobile devices.

This partnership is a significant part of Fanatics’ expanding presence in Australia, which kicked off with a groundbreaking league-wide agreement with the AFL last year and has since grown to include partnerships with the Essendon Football Club and Rugby Australia.

Dino Imbriano, General Manager of Consumer Business at Richmond Football Club, expressed his excitement about the collaboration: “In our quest to engage dedicated Tigers fans worldwide, teaming up with Fanatics, a global frontrunner in this field, was a natural choice. We are thrilled to introduce our new online and in-person stores and an expanded range of merchandise that we believe will rank among the finest in the league.”

Tyler Emsden, Director of Business Development for Australia & New Zealand at Fanatics, also shared his enthusiasm, stating, “Teaming up with Richmond Football Club, a partner that shares our dedication to excellence and fan-centric values, is truly fantastic. Our local team in Melbourne is working closely with the club to offer Tigers fans across the globe an exceptional retail experience, ensuring that no matter where you are or how you choose to shop, you can proudly support the Yellow and Black.”

This strategic alliance between Richmond Football Club and Fanatics is set to deliver an unparalleled shopping experience and an extensive array of merchandise for Tigers fans worldwide, empowering them to express their support for their team on a global scale.

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