Arizona Coyotes partner with Legends to operate Team Stores

The Arizona Coyotes recently announced that they have partnered with Legends Global Merchandise to operate the retail stores throughout their home Arena. The team store at Gila River Arena will re-open on October 1 and will feature brands including Sportique, State Forty Eight, New Era, 47 Brand and Lululemon, as well as an expanded Adidas authentic offering.


Coyotes President & CEO, Xavier Gutierrez, said:

We are thrilled to partner with Legends Global Merchandise to enhance our fan experience. Legends is committed to offering our fans a wide variety of new products including an enhanced selection for women and youth. We look forward to our fans enjoying the new shopping experience at Gila River Arena very soon.


Legends Global Merchandise President, Dave Moroknek, said:

Legends Global Merchandise has partnered with the Coyotes to create an innovative and unique merchandise program for fans, with comprehensive offerings from a variety of premium brands. The Coyotes vision and commitment to the fan experience is second to none and we could not be more excited to bring this vision to life.


The Coyotes and Legends will launch curbside pickup and mobile ordering at Gila River Arena in the coming weeks.


Gila River Arena, home of the NHL’s Arizona Coyotes, is the state-of-the-art, multi-purpose facility that anchors the 223-acre, US$1bn development Westgate Entertainment District, the “crown jewel” of sports and entertainment complexes. The Arena is owned by the City of Glendale and managed by ASM Global.


Victoria Hawksley


By appointment

Legends has also announced the appointment of Victoria Hawksley to the new role of Vice President, International Retail, where she will oversee all merchandise operations and strategy for Legends’ rapidly expanding business. She will be based out of their operations in Madrid.


Working closely with Legends’ corporate headquarters in London, Hawksley will lead the Group’s comprehensive event retail and merchandising vertical solution, across e-commerce, in-venue retail, large scale live events, brick and mortar store operations, and custom merchandise. She will be responsible for developing innovative merchandising strategies for Legends’ roster of world-class clients, including the newly launched omnichannel retail program for Real Madrid.


An industry leader, Hawksley joins Legends after 14 years with Tottenham Hotspur Football Club, a fan-first organisation known for its success both on and off the pitch. For Tottenham, she most recently served as the Head of Retail and Visitor Attractions. In this role, she was responsible for all retail operations for the club, including global e-commerce, The Tottenham Experience, all retail stores, buying and merchandising, and licensing efforts. She also led the development, launch and operations for Tottenham Hotspur Stadium’s comprehensive visitor attractions at their much-acclaimed new stadium, including the Stadium Tour Experience, The Dare Skywalk and The Tottenham Hotspur Archive.


Andrew Hampel, President Legends International, said:

Legends has significantly grown our international footprint during the past few years, and we are fortunate to add Victoria to our leadership team in Europe as we continue to invest in our global merchandise vertical. She brings an incredible depth of knowledge and experience to Legends from her previous role and will be critical as we develop long term merchandising and retail strategies to support our roster of blue-chip partners on a global stage.


Hawksley said:

I’m excited to build upon all the recent momentum at Legends, as we think about the future of merchandising and how we can create innovative and customised programs and solutions for clients. I see a huge opportunity to merge the expertise and capabilities of Legends Global Merchandise division, with the insights and local expertise that Legends has in markets across Europe and Asia, to develop customised strategies.


Previously, Hawksley served as a General Manager at World Duty Free, leading the business at Terminal 4 London Heathrow Airport. She also worked for The John Lewis Partnership for seven years, from a Graduate trainee to a Merchandise Manager, before moving to Airport retailing.




#football #retail #merchandise #NHL #SportsBiz #sportsindustry


The 2020 ‘hybrid’ edition of ALSD International – Europe’s leading event for the Premium Seat & Sports Hospitality sector – will focus on increasing revenue via new builds, renovations, service expansions & technology, and reopening with confidence. The physical event – being hosted at Liverpool FC’s Anfield Stadium, October 12-13 – will be fully virtualised, welcoming both in-person and remote attendees.



ALSD International 2020 will feature a high-level conference (with sessions being streamed), an exhibition hall (physical & virtual), behind-the-scenes tours of Anfield, Goodison Park and M&S Bank Arena (physical & virtual), and numerous networking events (physical & virtual), ensuring optimised opportunities to knowledge-share, network and do business.


#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector


#ALSD – Leading the Premium Seat sector for the last 30 years




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