Richmond's regeneration is starting to pay off in two of the three areas where it counts most at an AFL club - membership and sponsorship.

The third and most important - on-field performance - will have to wait until next year, but the team will look a little more like its many successful predecessors as it tries to reclaim its reputation as a football powerhouse.

Declaring "the sash is back", the Tigers unveiled their new guernsey for the regular season.

New Richmond chief executive Steven Wright also announced at the launch that the Tigers had achieved 85 per cent of their annual sponsorship target.

He added membership was up by 10 per cent on this time last year.

"The place is alive and Richmond is well-and-truly open for business," Wright said.

Richmond's latest attempt to tap into its huge latent fan base is symbolic, with changes to the back of its famous yellow and black guernsey.

While the front stays the same, the Tigers' strip will again feature the yellow sash on the back as well.

Since 1994, the back of the jumper had been all-black with yellow numbers, now it features the sash plus white numbers with black outlines.

The yellow sash also went all the way around the jumpers of its 10 premiership teams, with 1980 the most recent.

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