Legends Announces Record-Breaking Merchandise Sales at 2023 BNP Paribas Open

The 2023 BNP Paribas Open achieved record-breaking retail sales in the first year under operations by global premium experiences company Legends. Tournament attendees were excited by the enhanced on-site retail experience and expanded product offerings at the tournament, which ran from March 6-19 at the Indian Wells Tennis Garden. Overall spanning 14 days, merchandise revenue was 55% higher than last year and marked a tournament record. 

“We are thrilled at the response 2023 BNP Paribas Open attendees had to the revamped retail experience and expanded merchandise offerings our Legends Global Merchandise team was able to provide this year,” said Kirta Carroll, President, Legends Global Merchandise. “Our team is excited to continue evolving and growing the retail presence to give attendees the ultimate shopping experience in Tennis Paradise.”

Announced in December 2022, Legends is the official on-site merchandise provider for the BNP Paribas Open. For the 2023 tournament, Legends constructed an expansive retail shop spanning 25,000 square feet featuring the largest collection of BNP Paribas Open and tennis merchandise in the history of the tournament. Over 1,000 items from more than 40 brands and vendors were available for fans of all ages. 

Click the following link to view a video of the Tennis Paradise Shop at the 2023 BNP Paribas Open: https://youtu.be/2L68f4vPSfw

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large scale live event, brick and mortar store operations, licensing, and customer merchandise. This includes vast experience developing and operating on-site retail at some of the world’s largest sporting events and premier venues including the Super Bowl, PGA Championship, SoFi Stadium and more.

PGA of America Selects Legends to Drive Global Partnerships

Legends Golf to Spearhead Go-To-Market Strategy and Sales Execution
for the PGA of America in New Partnership

The PGA of America today announced a partnership with Legends, a data-intelligence fueled global premium experiences company, to drive innovation and growth in the golf industry. Legends Golf, a division of Legends that leverages the company’s holistic services for partners in the golf industry, will lead the partnership and be responsible for driving innovative sponsorships, as well as delivering unparalleled experiences and value to PGA of America fans and partners around the world.  

Legends Golf will utilize the expertise of the Legends Global Partnerships team in selling partnerships for PGA of America, an organization dedicated to helping its nearly 28,000 PGA Members grow interest and participation in the game of golf. This includes high-profile events, such as the PGA Championship, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship, as well as amateur championships. In addition, Legends will support partnership sales for PGA Frisco, which hosts the new “Home of the PGA of America,” and an expansive surrounding entertainment district and golf courses.

Through this partnership, the PGA of America aims to reach new heights in its go-to-market strategy and sales execution, working closely with Legends Golf to transform the golf industry and engage fans worldwide.

“This expanded partnership with Legends Golf further positions the PGA of America to align with new, best-of-class partners for our championships, grassroots initiatives and PGA Frisco,” said PGA of America CEO Seth Waugh. “The opportunity we will have to expand our reach across the world to new partners through this relationship will enable us to reach new audiences and elevate the PGA Member, as well as the game of golf.”

“PGA of America has been an important partner for Legends since 2021, and we are excited to expand our relationship and continue working together to drive the golf industry into a new era,” said Kevin Ring, President, Legends Golf. “Together, we look forward to building innovative, impactful partnerships that showcase PGA of America’s incredible events and facilities and enhance the overall golf experience for fans around the world.”

Launched in 2022, Legends Golf provides the premium experiences company’s comprehensive 360-degree service solution to support leading organizations, events and brands in the golf industry globally. Legends Golf currently also works with PGA of America overseeing on-site, online, licensing and corporate merchandising for the PGA’s spectator championships. In addition, Legends Golf’s notable list of world-class golf industry clients includes Ryder Cup, USGA for the 2023 U.S. Open, and DP World Tour. 

IndyCar, IMS Extend Omnichannel Retail Partnership with Legends

Legends Global Merchandise Has Served as the Official Retail Partner of

INDYCAR and IMS Since 2014

INDYCAR and Indianapolis Motor Speedway (IMS) have renewed their multiyear agreement with Legends to serve as their official retail partner inclusive of e-commerce, brick and mortar store operations and live events. As part of the extended relationship, Legends is increasing its investment and commitment to fans of both entities with new and expanded merchandise offerings, store upgrades and a new traveling INDYCAR store.

Legends Global Merchandise, a division of global premium experiences company Legends, has served as the official retail partner of INDYCAR and IMS since 2014. The company operates over 50 stores on-site at IMS during the Indianapolis 500 presented by Gainbridge and the Month of May, a year-round store at the Indianapolis Motor Speedway Museum, a walk-in store that travels to all NTT INDYCAR SERIES event weekends and the online retail shop for INDYCAR and IMS.

Since taking over operations in 2014, Legends has helped INDYCAR and IMS achieve record-breaking sales and revenue for retail. This includes more than doubling retail revenue for INDYCAR, Indianapolis 500 and at shop.ims.com, as well as an over 50% increase in overall revenue for IMS at venue.

“The extension of this partnership with Legends is great news for our loyal fans,” Mark Miles, President  and CEO of Penske Entertainment said. “Our retail offerings have increased in quality and quantity over the last eight years with Legends, and we will work together to provide an even wider variety of all categories of apparel and collectibles in the years to come.”

Legends is deepening its partnership with INDYCAR and IMS by investing in an all-new traveling INDYCAR store, modernizing the seasonal and year-round stores at IMS, and hiring additional staff as the popularity of the NTT INDYCAR SERIES, INDY NXT by Firestone and IMS events continues to grow.

In addition, Legends will continue to expand retail offerings, adding a wider assortment of products and new brands, including Holderness & Borne, Tommy Bahama, Levelwear, Johnnie O, Columbia, Zephyr, Blue 84 and more. A new, enhanced INDYCAR and IMS online store will also launch in March.

“INDYCAR and IMS have incredible fans that Legends has proudly served since 2014 and we are thrilled to be continuing our partnership with both entities,” said Kirta Carroll, President, Legends Global Merchandise. “We are always looking to work with our partners to find new and exciting ways to connect with their consumers. The new traveling INDYCAR store and modernization of the retail shops will provide an elevated experience for fans that we are excited to unveil in the next year.”

The NTT INDYCAR SERIES and INDYNXT by Firestone seasons start March 3-5 at the Firestone Grand Prix of St. Petersburg at St. Petersburg, Florida. The Month of May at IMS features the INDY NXT by Firestone Grand Prix on Friday, May 12, the GMR Grand Prix for the NTT INDYCAR SERIES on Saturday, May 13 and the 107th Indianapolis 500 presented by Gainbridge on Sunday, May 28.

Fans also can shop for INDYCAR and IMS gear any time at shop.ims.com.