Cricket Australia partners with Legends to expand global merchandising activity

September 20, 2023

Marketing / Retail / Sport / Technology /

Cricket Australia has agreed a partnership with premium experiences company Legends for the management of its omnichannel merchandise operation.

Under the deal, Legends’ global merchandise division will create an enhanced shopping experience for fans online and in-venue that, as of today, sees the launch of a new online shop for the governing body offering a more integrated, seamless experience for fans with new and more comprehensive merchandise offerings across all categories.

In addition, the in-venue merchandise strategy will provide support across all stadia that host events.

As part of the relationship, Legends is building a dedicated team in Australia to grow the Cricket Australia e-commerce and retail business, with additional enhancements and product expansion will be added over time.

Announcing the partnership, Cricket Australia’s Executive General Manager of Broadcast and Commercial, Stephanie Beltrame stated “we are very excited to be partnering with Legends to provide the very best service to our fans through world-class and innovative shopping experiences online and in stadiums around the country.”

Legends’ experience developing and operating omnichannel retail experiences covers some of the world’s largest sporting events and organisations, including the 2023 Rugby World Cup, 2022 and 2023 FIFA World Cups, 2023 Ryder Cup, Dallas Cowboys, New York Yankees and Real Madrid.

Legends Executive Vice-President of International Retail, Victoria Hawksley added “we are proud to form this long-term partnership with Cricket Australia to support their global business growth by delivering an e-commerce and retail experience that helps CA further connect with and grow their fanbase.”

Cricket Australia unveiled kits for the 2023/24 Big Bash League as of yesterday and a new partnership for the Big Bash Leagues headwear as of today.

Click here to visit the new mechandise website.

Legends looks to acquire ASM Global
Media reports have suggested that Legends is looking to a US$1.85 billion acquisition of ASM Global. Backed by investment managers.

Main image: Day/night cricket at the Adelaide Oval.

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