Richmond Football Club, the AFL Australian football side, has signed an exclusive long-term retail partnership with Fanatics, the global sports merchandising and e-commerce giant.

The agreement, which includes opening a revamped online store and in-person club shop, will offer Richmond fans officially licensed Tigers merchandise, including guernseys, training wear, headwear, and fan apparel.

The Roar Store, now open at the team’s Punt Road stadium, is exclusively operated by Fanatics.

The online Roar Store, which is now live, utilizes Fanatics’ Cloud Commerce Platform. 

This partnership with the 13-time AFL Premiership winners builds upon Fanatics’ growing presence across Australia, which kicked off with a league-wide deal with the AFL last year and has since expanded to include the Essendon Football Club and Rugby Australia governing body.  

Speaking on the partnership, Dino Imbriano, general manager of 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.”

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Fanatics partners with over 900 major sporting organizations worldwide and recently announced deals with the New Zealand Rugby governing body and Italian soccer giants Juventus.

This added to existing partnerships with sports properties such as the NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, the International Olympic Committee, UEFA, WWE, and Formula 1.