NYCFC Merchandise Case Study

VISION:

In 2015, New York City Football Club embarked on their inaugural MLS season, and turned to Legends to execute in-venue retail and e-commerce operations at Yankee Stadium. NYCFC was determined to cultivate a loyal fanbase in their first year and needed strong in-venue retail and e-commerce to extend their brand beyond the pitch.

PROJECT:

Legends used many of the learnings from operating the New York Yankees retail and applied them to the team store locations at Yankee Stadium, but created a unique feel for NYCFC. The team flipped each team store, in addition to pop-up merchandise locations, for each NYCFC matchday.

RESULTS:

In 2015, NYCFC saw major returns on their investment, breaking MLS records for both open and non-open day sales. The club were ranked No. 1 in Overall Fan Experience Rating, No. 1 in sales volume and No. 1 in per cap sales during a season, while selling over $1 million of merchandise on the e-commerce platform.