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Fan Experience

Legends extends retail deal with IndyCar, IMS

Featured image credit: tpsdave/CC0 1.0/Edited for size

IndyCar and the Indianapolis Motor Speedway (IMS) have renewed their multi-year agreement with premium experiences company Legends, which will continue to serve as the properties’ official retail partner.

The deal covers e-commerce, brick-and-mortar store operations and live events. Legends will also increase its commitment to fans with new and expanded merchandise offerings, store upgrades and a new travelling IndyCar store.

Legends Global Merchandise has served as the official retail partner of IndyCar and IMS, home of the Indianapolis 500, since 2014. The company operates over 50 stores on-site at IMS during the Indy 500 and the Month of May, a year-round store at the IMS Museum, a walk-in store that travels to all IndyCar event weekends, and the online retail shop for IndyCar and IMS.

Legends has helped IndyCar and IMS achieve record-breaking sales and revenue for retail since taking over operations in 2014. Retail revenue for IndyCar, Indy 500 and the IMS online store has more than doubled, while venue revenue at IMS has increased by over 50%.

The new deal will see Legends invest in a new travelling IndyCar store, modernise the seasonal and year-round stores at IMS and hire additional staff. Legends will also continue to expand retail offerings, adding a wider range of products and new brands, while an enhanced IndyCar and IMS online store will also launch this month.

Kirta Carroll, president of Legends Global Merchandise, said: “IndyCar and IMS have incredible fans that Legends has proudly served since 2014 and we are thrilled to be continuing our partnership with both entities.

“We are always looking to work with our partners to find new and exciting ways to connect with their consumers. The new traveling IndyCar store and modernisation of the retail shops will provide an elevated experience for fans that we are excited to unveil in the next year.”