2019 Laver Cup Case Study

A RE-DEFINED MERCHANDISE EXPEREINCE

VISION:

Legends International was appointed as the Official Retail Partner for the 2019 Laver Cup, a tennis tournament created by Roger Federer and Rod Laver in 2017. It is a competition between two teams: Team Europe and Team World. The tournament was held at Palexpo in Geneva, Switzerland and brought in over 105,000 spectators over the course of three days.

PROJECT:

Legends sourced and designed all products across various categories to provide fans the best variety of apparel and accessories. As the Official Retail Partner, Legends then delivered a two-pronged approach to target consumers both on online and in-venue.

Prior to the tournament, Legends launched a state-of-the-art online and mobile shopping experience to offer fans the opportunity to purchase merchandise in anticipation of the competition.

The merchandise operations included six in-stadium stores at Laver Cup, as well as the Official Superstore, a 1,400 square-meter next to the stadium. 67 temporary retail staff were hired over the course of the three-day tournament.

RESULTS:

As part of a sold out 2019 Laver Cup, merchandise records were broken, which included a $90 average transaction value.