KSE partners with Legends to deliver an enhanced retail experience

Kroenke Sports & Entertainment has entered into a five-year partnership with global premium experiences company Legends to create a best-in-class online shopping experience for fans of its Colorado-based teams – the Denver Nuggets, Colorado Avalanche, Colorado Mammoth and Colorado Rapids – at AltitudeAuthentics.com as well as on-site at the teams’ KSE-owned venues Ball Arena and DICK’S Sporting Goods Park. 

Legends will have the exclusive rights to manage, operate, sell and distribute all Nuggets (NBA), Avalanche (NHL), Mammoth (NLL) and Rapids (MLS) merchandise, and will operate the ‘Official Team Store,’ which will continue under the Altitude Authentics name.

Legends will use a data and fan-led approach to develop an industry-leading customised merchandise solution that will deliver an expanded product assortment and enhanced customer experience for fans.

Kevin Demoff, President of Team & Media Operations at KSE, said:

Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online. Throughout 2025 fans will start to notice a greater variety of designs and fits, plus more inviting and enjoyable atmospheres at our on-site shops.

Other anticipated enhancements for customers include point-of-purchase customisation, such as adding a name to a jersey, and faster order fulfillment and shipping.

Kirta Carroll, President, Legends Global Merchandise, said:

Legends is honoured to partner with KSE and their four successful Colorado franchises to deliver seamless shopping to fans. We will work alongside Altitude Authentics and KSE to maximise fan expression and these teams’ already powerful brand affinity through compelling products and premium experiences.

Since 2019, Legends has managed and operated food and beverage services for KSE at Ball Arena, DICK’s Sporting Goods Park, and the Paramount Theatre, bringing a premium culinary program to the three Denver-area venues.

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.

SVB LIVE events focus on elevating the live experience through architecture & design, customer journey, fan & VIP experience, hospitality & fit-out, premium sales & service, sustainability, technology and venue commercialisation. Legends representatives attended the recent 2024 SVB LIVE Conference & Exhibition.

About Legends

Legends is a global premium experiences company that works with some of the most iconic and innovative brands in sports and entertainment to deliver exceptional experiences for fans worldwide. The company offers partners a 360-degree data and analytics-fuelled service solution platform to drive revenue, heighten their brand, and execute their vision.

Founded in 2008, Legends works with marquee clients across professional sports, collegiate attractions, entertainment, conventions and leisure. Legends is the industry leader in designing, planning and realising exceptional experiences in sports and entertainment.

About Kroenke Sports & Entertainment

Denver-based Kroenke Sports & Entertainment (KSE) is one of the world’s leading ownership, entertainment and management groups. KSE’s portfolio of professional sports teams and venues include Arsenal FC (EPL), Los Angeles Rams (NFL), Denver Nuggets (NBA), Colorado Avalanche (NHL), Colorado Rapids (MLS), Colorado Mammoth (NLL), SoFi Stadium, Emirates Stadium, Ball Arena, Dick’s Sports Goods Park, and the historic Paramount Theatre.

Additional properties under KSE’s umbrella include Altitude Sports & Entertainment, a 24-hour regional television network; Altitude+, the direct-to-consumer streaming service; KSE Radio, which includes Altitude Sports Radio 92.5 FM, MIX 100, KOOL and Altitude Sports Radio 950 AM; and Outdoor Sportsman Group, the largest media company devoted to outdoor sports.

Sports Venue Business launched the hugely successful SVB LIVE series of events in late 2023, featuring Global Networking Events and the annual SVB LIVE Conference & Exhibition; the 2024 edition took place at Croke Park Stadium in Dublin, Ireland, with 240 high-level industry executives in attendance.