2019 Rugby World Cup Case Study
INNOVATING MERCHANDISE FOR WORLD’S THIRD-LARGEST SPORTING EVENT
World Rugby brought in Legends International as the Official Retail Partner and Operator for Rugby World Cup 2019 in Japan, with the goal of re-defining the merchandise experience for their fans over the course of the tournament.
Legends operated 80 official merchandise stores across the country, including the 1,000 square-meter Official Megastore, which opened on August 22, 2019. All 12 host cities across Japan had retail stores at their respective venues & Fan Zones.
The semi-permanent Official Megastore, the largest of the retail locations, served as the Official Flagship Store. It was located in Shinjuku Odakyu Park, in front of the world’s busiest train station, which serves over 3.5 million people per day.
Legends curated a tailored physical shopping experience, which included the Official Megastore, the largest retail location in Rugby World Cup history. The first ever self-checkout solution in Rugby World Cup history was created for the event merchandise stores, in addition to being the first store to bring contactless to Japan, courtesy of Mastercard. In just the first five days of operation, the Official Megastore was 400% of budget.