- September 2, 2024
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
The University of Michigan Athletic Department has announced that it has entered into a 10-year partnership with global premium experiences company, Legends, to create a best-in-class online shopping experience for fans and at all existing athletics facilities.
Legends will have the exclusive rights to manage, operate, sell, and distribute all University of Michigan-licensed merchandise and will operate the ‘Official Team Store,’ which will continue under the MDen name.
Legends will use a data and fan-led approach to develop an industry-leading customised merchandise solution for Michigan that will deliver an expanded product assortment and enhanced customer experience for students, alumni, and fans wherever they purchase their U-M gear. In addition to the existing athletics facilities, work is underway to secure a new off-campus retail store location.
Warde Manuel, U-M’s Donald R. Shepherd Director of Athletics, said:
Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online. Fans will be able to purchase a comprehensive assortment of licensed products from a best-in-class retail partner that focuses on a holistic customer experience. We are excited to begin this new venture with Legends.
Kirta Carroll, President, Legends Global Merchandise, said:
Legends is honoured to partner with U-M to deliver their passionate fans an enhanced, seamless shopping experience. Our team will work alongside U-M to maximise fan expression and the University’s powerful brand affinity through compelling products and premium experiences.
The key focus of the SVB LIVE Conference & Exhibition – and all SVB LIVE events – is to elevate and innovate the live experience through architecture & design, customer journey, fan experience, hospitality, premium sales & service, technology, sustainability and venue commercialisation.
Mike Behan, President, Legends College, added:
Innovative universities like U-M are thinking differently about generating revenue in the new collegiate landscape. Legends’ expertise in creating customised solutions focused on the fan experience and monetization for premier athletic departments makes this a perfect fit.
Michigan and Legends’ partnership expands beyond merchandise and includes Legends research arm CSL executing a premium experiences study for Michigan Stadium.
Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe. This includes vast experience developing and operating eCommerce and retail experiences for some of the world’s largest sporting events and organisations, including: Super Bowl, Paris 2024 Olympic and Paralympic Games, PGA Championship, College Football Playoff, Dallas Cowboys, New York Yankees, Real Madrid and a growing roster of NCAA partnerships, including Indiana University, Georgia Institute of Technology, Ohio State University, Purdue University, and Villanova University.
Sports Venue Business has launched a raft of new offerings under the SVB LIVE banner, including Networking Events & a Webinar Series, culminating in the annual SVB LIVE Conference & Exhibition, being held at Croke Park in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker at Aviva Stadium on October 8th, 2024.
Check out the latest sports and entertainment venue development news in the exclusive, subscription-only, SVB Global Report here.
