2014 Commonwealth Games Case Study


The 2014 Commonwealth Games was the largest multi-sport event ever held in Scotland with around 4,950 athletes from 71 different nations and territories competing in 18 different sports, outranking the 1970 and 1986 Commonwealth Games in Edinburgh.


The Commonwealth Games organizing committee partnered with Legends to be the Official Merchandise Partner, responsible for all aspects of the merchandising program, which included e-commerce and pop-ups prior to the event, in addition to in-venue retail at all stadiums, licensing and wholesale rights across all categories.


Legends created, operated and executed a total of 43 retail stores across 13 venues, which included a 12,000 square foot megastore at George Square. Legends was responsible for £6,000,000 sales over 11 days, in which there were more than 600 staff members hired. It was Scotland’s biggest merchandising event for the country’s largest sporting occasion in history. The megastore produced over £250,000 of sales per day. Clyde the mascot was a huge success, with over 150,000 units of plush mascots sold.