2019 Laver Cup Case Study
A RE-DEFINED MERCHANDISE EXPEREINCE
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.
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.
As part of a sold out 2019 Laver Cup, merchandise records were broken, which included a $90 average transaction value.