NYCFC Merchandise Case Study


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.


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.


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.