Shift4 also Named a Sponsor of Allegiant Stadium 

Shift4 Payments, a leading provider of integrated payment processing solutions, is proud to announce today its designation as the Official Credit Card Processing Company of the Las Vegas Raiders and Allegiant Stadium and a sponsor of the stadium.

All payment transactions at Allegiant Stadium will utilize Shift4’s innovative, fully integrated suite of secure payment technologies including QR Pay and SkyTab mobile devices. These solutions are uniquely adapted to changing consumer preferences, including a new focus on contactless technologies, and are designed to provide a seamless experience for both customers and businesses. Shift4 Payments’ end-to-end processing solution makes the company uniquely situated to fulfill a streamlined experience for stadium sports and entertainment venues by connecting numerous revenue centers across a complex environment through a single payment processing vendor.

“We are excited to be the Official Credit Card Processing Company of the Las Vegas Raiders,” said Jared Isaacman, CEO of Shift4. “As a Las Vegas-based company that processes over 3.5 billion transactions annually, including for many of the largest casinos on the Las Vegas strip, we cannot wait for the inaugural season to kick off, and to show off how seamlessly our payment solutions work for customers and businesses alike.”

The partnership agreement provides Shift4 extensive branding and signage throughout Allegiant Stadium including digital advertising and prominent logo placement around the venue, television, print and radio advertising, and promotional events supporting the local business community. In addition, the partnership features an exclusive club space, the “Shift4 Club,” within the stadium.

“Because Allegiant Stadium has been designed to be an unparalleled, state-of-the-art facility, we need to bring in reliable partners who can help us deliver an incredibly fun and easy experience to our fans and Shift4 certainly fits that bill,” said Raiders President Marc Badain. “We hope our visitors and valued merchants will be especially impressed with Shift4’s contactless and mobile payment technology that makes stadium purchases so fast and easy. Additionally, the fact that Shift4 Payments is Las Vegas-based is certainly a plus.”

Legends Global Partnerships represented the Raiders to secure the partnership with Shift4 Payments as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.


— Comprehensive Partnership Spans E-Commerce, Retail at Santiago Bernabéu Stadium, and Official Real Madrid Stores —

— Real Madrid and Legends will Unveil a New Flagship Megastore at the Transformed Estadio Santiago Bernabéu —

— Expanded Retail Experience will Also Include the Launch of a New Official Online Store and the Reopening of Official Real Madrid Stores —

Real Madrid CF today announced an expansive omnichannel retail program, inclusive of an all-new official online store, the relaunch of three official stores in Madrid, and a new Flagship Megastore at the Estadio Santiago Bernabéu. Real Madrid has partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology, and hospitality, to manage all merchandise operations.

This new partnership between Legends and Real Madrid will further develop relationships with fans and deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints. It will also play an important role in the commercial growth and brand development strategy of the club, where Legends and Real Madrid share the same vision for delivering a modern omnichannel experience.

As part of the Club’s international growth strategy, the new official online store will include premium and exclusive Real Madrid merchandise for fans of all ages. The e-commerce platform will be available in eight different languages and features innovative design elements, an exceptional user experience, and will serve fans around the world. The new official online store is innovative, leveraging modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.

The official online store is a key pillar in Real Madrid’s digital strategy that puts the fan experience squarely at the center of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas, and fans around the world to find their favorite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and where ever fans go to engage with the team.

The Real Madrid Flagship Megastore will open its doors as part of the ongoing state-of-the-art transformation of the Estadio Santiago Bernabéu, and will be a revolutionary shopping experience for Socios, Madridistas, local, and international fans visiting the stadium. Later this year, Real Madrid will open an interim Megastore at the stadium, which boasts two floors on the south side of the stadium. With exclusive product assortments, customization stations, and a new range of leisurewear and team products, accessories, and the widest selection of Real Madrid technical product, the Megastore will provide a one-of-a-kind experience for fans. Further details about the interim Real Madrid Megastore will be released in the coming weeks.

Additionally, Legends will reopen three Real Madrid official stores in downtown Madrid, with the latest Real Madrid kit and training wear, adult and kids’ apparel, footballs, scarves, gifts, and more. The official team stores are in El Carmen, Gran Via, and Arenal, with additional official stores located in Barcelona and Mexico.

The comprehensive retail platforms will offer the latest assortment of fan gear, kits, headwear, customized products, authenticated memorabilia, and accessories at the stadium, online, and at official stores. Legends International and Legend Global Merchandise will leverage the Legends comprehensive service solution platform to deliver this omnichannel retail experience on a global basis.

Legends has worked with Real Madrid since 2018 when the company was appointed to provide strategic insight and guidance into optimizing commercial opportunities in the redevelopment of the Santiago Bernabéu Stadium. Using its holistic approach, Legends worked in partnership with Real Madrid to review the existing operations and create innovative, profitable, and fan-led experiences to drive the business of the stadium 365 days per year. The detailed findings of this work were then integrated into the designs and construction program to create a robust, deliverable business model. Legends continues to work with Real Madrid through the construction process to ensure the delivery of the business plan.

SPORTICO: The World’s Three Most Valuable Sports Franchises are Teaming Up

Via Sportico

Spanish soccer giant Real Madrid is partnering with Legends to revamp its merchandise and apparel strategy, further combining the world’s three most valuable sports teams.

The tie-up between Real Madrid and Legends, owned in part by the New York Yankees and Dallas Cowboys, includes the relaunch of three stores in Madrid and the development of flagship shop inside the team’s stadium. Legends will also run the team’s global online shop.

“All of our partners are iconic, they’re trying to do things at the highest level within their respective worlds,” Legends CEO Shervin Mirhashemi said in an interview. “And their brands are what’s so valuable about them. They guard that with great care and when they choose a partner they want someone that understands that.”

Real Madrid has won a record 33 Spanish league titles, and more Champions League crowns than any other club. Revenues in 2018-19 were $850 million (757 million Euros), marking at least 20 consecutive years of growth. It is the most-followed soccer team on social media, and also claims to have the most-visited soccer team website in the world.

Legends will look to leverage that popularity and success into more sales of jerseys, t-shirts and other merchandise. The new e-commerce platform will launch this week in eight languages. Legends is hiring a team to manage the partnership on the ground in Madrid, and will relaunch additional official team stores in Barcelona and Mexico.

The flagship store at Estadio Santiago Bernabeu will be part of the team’s wider $590 million (525 million Euros) renovation of project.

Merchandise programs serve three main goals for sports teams–to bring in revenue, to serve as grassroots marketing, and to give teams more data about their fans. That’s especially true for the world’s biggest franchises.

“You go all around the world, and you see Yankees hats everywhere,” Mirhashemi said. “It’s a symbol of the city, of the brand itself, and sometimes these people aren’t even baseball fans. Real Madrid is the same.”

Founded as a hospitality company in 2008, Legends has grown into a full-service agency supporting sports teams, venues and entertainment companies. The group’s services include sponsorship valuations, naming rights sales, hospitality, ticketing, concessions, fundraising and both online and brick-and-mortar merchandising.

Legends has worked with Real Madrid since 2018, when the company was hired to help with feasibility and planning surrounding the team’s stadium project. Its other clients include the University of Notre Dame, Manchester City F.C. and U.S. Soccer.