IndyCar, IMS Extend Omnichannel Retail Partnership with Legends
Legends Global Merchandise Has Served as the Official Retail Partner of
INDYCAR and IMS Since 2014
INDYCAR and Indianapolis Motor Speedway (IMS) have renewed their multiyear agreement with Legends to serve as their official retail partner inclusive of e-commerce, brick and mortar store operations and live events. As part of the extended relationship, Legends is increasing its investment and commitment to fans of both entities with new and expanded merchandise offerings, store upgrades and a new traveling INDYCAR store.
Legends Global Merchandise, a division of global premium experiences company Legends, has served as the official retail partner of INDYCAR and IMS since 2014. The company operates over 50 stores on-site at IMS during the Indianapolis 500 presented by Gainbridge and the Month of May, a year-round store at the Indianapolis Motor Speedway Museum, a walk-in store that travels to all NTT INDYCAR SERIES event weekends and the online retail shop for INDYCAR and IMS.
Since taking over operations in 2014, Legends has helped INDYCAR and IMS achieve record-breaking sales and revenue for retail. This includes more than doubling retail revenue for INDYCAR, Indianapolis 500 and at shop.ims.com, as well as an over 50% increase in overall revenue for IMS at venue.
“The extension of this partnership with Legends is great news for our loyal fans,” Mark Miles, President and CEO of Penske Entertainment said. “Our retail offerings have increased in quality and quantity over the last eight years with Legends, and we will work together to provide an even wider variety of all categories of apparel and collectibles in the years to come.”
Legends is deepening its partnership with INDYCAR and IMS by investing in an all-new traveling INDYCAR store, modernizing the seasonal and year-round stores at IMS, and hiring additional staff as the popularity of the NTT INDYCAR SERIES, INDY NXT by Firestone and IMS events continues to grow.
In addition, Legends will continue to expand retail offerings, adding a wider assortment of products and new brands, including Holderness & Borne, Tommy Bahama, Levelwear, Johnnie O, Columbia, Zephyr, Blue 84 and more. A new, enhanced INDYCAR and IMS online store will also launch in March.
“INDYCAR and IMS have incredible fans that Legends has proudly served since 2014 and we are thrilled to be continuing our partnership with both entities,” said Kirta Carroll, President, Legends Global Merchandise. “We are always looking to work with our partners to find new and exciting ways to connect with their consumers. The new traveling INDYCAR store and modernization of the retail shops will provide an elevated experience for fans that we are excited to unveil in the next year.”
The NTT INDYCAR SERIES and INDYNXT by Firestone seasons start March 3-5 at the Firestone Grand Prix of St. Petersburg at St. Petersburg, Florida. The Month of May at IMS features the INDY NXT by Firestone Grand Prix on Friday, May 12, the GMR Grand Prix for the NTT INDYCAR SERIES on Saturday, May 13 and the 107th Indianapolis 500 presented by Gainbridge on Sunday, May 28.
Fans also can shop for INDYCAR and IMS gear any time at shop.ims.com.