“Eat ‘em Alive!”

This iconic rallying cry of the Tiger Army, for nearly a century, is the identity of Richmond’s new membership campaign for season 2017.

The powerful, popular phrase has been roared by Yellow and Black devotees down the decades at Punt Road Oval, the MCG, and stadiums around Australia.

Richmond CEO, Brendon Gale said the motto resonated with the Club’s members and fans, both young and old.

“‘Eat ‘em Alive’ connects so well with our members and supporters, it’s exciting to acknowledge it and give it recognition throughout the season,” Gale said.

“It’s a phrase I’ve heard chanted from the crowd and written on banners throughout both my playing days, and now sitting in the stands, among the Richmond faithful during a home game.

“We think the phrase fits perfectly with Richmond’s Strong and Bold fighting spirit, and we look forward to bringing it to life with our members and supporters during the 2017 season.

“It’s an exciting time for both the Club and our members and fans, having released our vibrant new PUMA guernsey earlier this week, which our members and supporters have really embraced.”

Richmond’s ‘Eat ‘em Alive’ membership campaign has been launched, with a TVC to air on Channel Seven and Fox Footy from this Sunday.

The TVC, produced by leading creative services business KOJO, features a young female fan at home in front of the TV, enjoying an iconic Richmond match from season 2016, while flicking through the pages of an historical book about Richmond that focus on the Tigers’ ‘Eat ‘em Alive’ spirit.

The TVC finishes with the fan pulling on her own new vibrant PUMA guernsey, ready to passionately support the Tigers. 

“KOJO Sport was thrilled to work with the Richmond Football Club to produce an emotional campaign that acknowledges the rich history of the Club, and the exciting future that lies ahead for fans young and old,” said KOJO Head of Sport & Brand, Stephen Lord.

“We hope the 'Eat ‘em Alive' campaign TVC allows the football community to feel the pride, loyalty and spirit that comes from being a Richmond member.”

Fans can join or renew to become a 2017 Richmond member by clicking here.

Prices for 2017 are frozen until February 28, members who join on the Committed Tiger payment plan will automatically go into the draw to win $10,000 cash.