Cricket Australia and Legends Partner to Deliver Enhanced E-Commerce and In-Venue Retail Experience for CA Fans

September 19, 2023

New Online Shop Debuts Today for 2024 Kit Launch Week 

Cricket Australia x Legends

Cricket Australia (CA) and Legends, a data-intelligence fueled global premium experiences company, announced today a new partnership where Legends’ global merchandise division will manage omnichannel merchandise for CA. This partnership will see Legends create an enhanced, best-in-class shopping experience for fans online and in-venue.

A new online shopping experience for CA fans around the globe is available today at ahead of the CA 2023-24 kit launch this week. The new online shop offers a more integrated, seamless experience for fans with new and more comprehensive merchandise offerings across all categories. Additional enhancements and product expansion will be added over time.

CA’s kit week includes the unveiling of the 2023-24 Big Bash League kits on Tuesday, September 19; the launch of a new partnership for the Big Bash Leagues headwear on Wednesday, September 20 and a week of excitement wraps up with the launch of the 2023-24 International men’s and women’s kits.

“We are very excited to be partnering with Legends to provide the very best service to our fans through world-class and innovative shopping experiences online and in stadiums around the country,” Stephanie Beltrame, Executive General Manager Broadcast & Commercial, CA said.

Legends will also work with CA to deliver the in-venue merchandise strategy and provide support across all match venues. As part of the relationship, Legends is building a dedicated team in Australia to grow the CA e-commerce and retail business.  

“We are proud to form this long-term partnership with Cricket Australia to support their global business growth by delivering an e-commerce and retail experience that helps CA further connect with and grow their fanbase,” said Victoria Hawksley, Executive Vice President of International Retail, Legends.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large-scale live event, brick-and-mortar store operations, licensing, and customer merchandise. This includes vast experience developing and operating omnichannel retail experiences for some of the world’s largest sporting events and organizations, 2023 Rugby World Cup, 2022 and 2023 FIFA Men’s and Women’s World Cup, 2023 Ryder Cup, Dallas Cowboys, New York Yankees, and Real Madrid.

See also: Press Release