MUMBAI: Thirteen-time Australian football Premiership winners Richmond FC have renewed their partnership with Stepathlon
Richmond FC and the fan engagement and wellness company have teamed up with club apparel partners PUMA to create ‘Race To Tigerland’ presented by PUMA, powered by Stepathlon.
Building on the success of the previous partnership, ‘Race to Tigerland’ is for any Richmond fan, AFL fan, sports fan, or fitness enthusiast.
An added focus for 2023 will be to deepen connections with “diaspora fans” who may be far away from home but are Tigers fanatics. The initiative is focused on creating deeper community engagement and helping fans stay continuously connected with the Club they love.
‘Race To Tigerland’, now in its second edition, has the stated aim to improve the health, and wellbeing of Richmond fans, by motivating everyone, agnostic of fitness level, age, location, gender, to move around a ‘Virtual Racecourse’ through real life steps and other activities combined with Gamification, Engagement, Rewards and Recognition.
‘Race To Tigerland’ will be a continuous fan engagement program, whereby fans will be able to participate via a free app, which will encourage them to take a minimum of 10,000 steps per day and adopt and maintain a healthier lifestyle in 2023.
Participants can walk, jog, or run to accumulate their steps using the Stepathlon platform and log them via their smartphones or other compatible devices, as they compete with fans everywhere and anywhere. The race promises to deliver more prizes, more indoor and outdoor activities, more virtual experiences, and celebrity interactions, online and offline contests and challenges and content focused on the 3 pillars of wellness – Movement, Nutrition and Mental Health.
Speaking about the race, Brendon Gale, Richmond FC’s CEO, said: “Connecting with fans has never been more important. The Tigers will continue to provide new, innovative, and immersive ways, as we adopt initiatives to engage and expand our fanbase, regardless of their geographical location. Working with Stepathlon gives us a meaningful way to empower and engage Tigers fans to take ownership of their health and wellbeing.”
Simon Matthews, Richmond FC’s chief marketing officer, added: “Stepathlon and Race to Tigerland will help us play a deeper role in the lives of our fans. There is a great logic for us to harness the amazing power of sport, and our fans’ incredible loyalty to the Tigers, to motivate, encourage and support their fitness and health. The results from our previous Race to Tigerland demonstrated this very clearly and we look forward to playing our role in a happier and healthier planet.”
Ravi Krishnan, Stepathlon executive chairman and founder, noted: “I am personally and professionally pleased to announce the renewal of our partnership with Richmond. It means more than a regular deal as I have been a Tiger fan since I was five years old. In fact, supporting Richmond helped me assimilate to ‘Aussie Life’. I am a proud Tiger, and I am proud of this association. Stepathlon is committed to creating healthier, happier, and more productive Tiger, AFL and sports fans wherever they are.”
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