Richmond’s preferred charity partner, the Alannah & Madeline Foundation, is the leading national charity working to protect children from the effects of violence, bullying and cyber risks, as well as advocating for the safety and wellbeing of children.

Since partnering in 2012- Richmond and the Foundation have shared one of the longest charity partnerships in Australian sport, demonstrating the Club’s commitment to leadership within the community.

Richmond and the Tiger Army have raised over $1.9 million for the Foundation in the past 11 years, an incredible feat that everyone associated with the Club should be proud of.

The work of the Foundation is crucial. Our supporters know, just as we do, that nothing is more important than the safety of our children.

- Richmond’s CEO, Brendon Gale


The Club’s partnership with the Foundation has supported the growth of their programs, most notably through the Better Buddies program that creates friendly and caring primary school communities where bullying is reduced, as well as Buddy Bags – the distribution of backpacks of basic essentials to children in emergency accommodation around the country. Most recently we’ve supported Connect workshops, designed to up-skill communities in cyber safety, bullying and the impact violence has on children and young people. 

More recently the Club has provided volunteers including AFL and AFLW players, and dedicated staff across five days, to pack an impressive 900 Buddy Bags for children in need.

The 2023 themed match against Hawthorn saw the MCG painted purple, and more than $94,000 donated to the Buddy Bag program to help children escape family violence.

Special Alannah & Madeline Foundation memberships are also available – every cent from these memberships go to the Foundation’s programs in keeping children safe from violence.

Richmond is also proud to donate 5% of all Roar Store proceeds to the Foundation, annually.