Sports and entertainment giant AEG has agreed a deal for retail operations company Rank + Rally to take over online and brick and mortar retail operations at a number of its venues.
Rank + Rally is a subsidiary of Levy, AEG’s hospitality partner. Under the agreement, Rank + Rally will handle retail operations at AEG venues such as Staples Center (pictured) and StubHub Center in Los Angeles and Target Center in Minneapolis.
Rank + Rally will operate all retail spaces at the venues, while also managing e-commerce for the facilities and their home teams. The in-venue stores at Staples Center and StubHub Center will continue to operate as Team LA and Galaxy Team Store, respectively.
Sean Ryan, vice-president of merchandising for AEG, will join Rank + Rally as vice-president of retail. Employees in the merchandising divisions at each venue will also be given the chance to transition to the Rank + Rally team.
AEG’s chief revenue officer, Todd Goldstein, said: “By 2026, licensed sports merchandising is expected to grow to $46.8bn, and consumers’ shopping preferences are continuing to shift to e-commerce platforms. This new partnership with Rank + Rally will allow us to better serve our customer’s both in-store and online.
“Rank + Rally works with some of the largest names in sports and has a solid track record for creating a fan-focused approach to retail both in venues and online. We are excited to begin this partnership, which we believe will provide our fans with a more seamless integrated shopping experience.”
Andy Lansing, president and chief executive of Levy, added: “Rank + Rally knows that fans want to show support for their teams through game day style in deeper and more meaningful ways than they ever have in the past.
“Our wonderful partnership with AEG has allowed us to create unforgettable hospitality experiences for our guests at these great buildings, and through this expanded partnership we’re excited to create retail and e-commerce experiences that are equally remarkable.”
Rank + Rally will serve as the exclusive in-venue retailer for the Los Angeles Lakers, Los Angeles Clippers, Los Angeles Sparks, Los Angeles Kings, Los Angeles Chargers, LA Galaxy, Minnesota Timberwolves and Minnesota Lynx.
Rank + Rally also holds partnerships with a number of other sports teams, such as the Brooklyn Nets, Chicago Bulls, Chicago Blackhawks, Vegas Golden Knights, Golden State Warriors, St. Louis Blues, Columbus Crew SC and Portland Trail Blazers.