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Cricket Australia brings in Legends to enhance in-venue merchandise operation

The MCG in Melbourne, Australia

Featured image credit: Jason L/CC BY-SA 4.0/Edited for size

The MCG in Melbourne, Australia

Featured image credit: Jason L/CC BY-SA 4.0/Edited for size

Premium experiences company Legends has agreed a new partnership with Cricket Australia (CA) to manage the governing body’s omnichannel merchandise operation.

Under the deal, Legends’ global merchandise division will create an enhanced, best-in-class shopping experience for fans online and in-venue. Legends will work with CA to deliver the in-venue merchandise strategy and provide support across all stadia that host events.

As part of the relationship, Legends is building a dedicated team in Australia to grow the CA e-commerce and retail business, with a new online shop having already launched offering a more integrated, seamless experience for fans with new and more comprehensive merchandise offerings across all categories.

“We are very excited to be partnering with Legends to provide the very best service to our fans through world-class and innovative shopping experiences online and in stadiums around the country,” said Stephanie Beltrame, Cricket Australia’s executive general manager of broadcast and commercial.

Legends’ experience developing and operating omnichannel retail experiences covers some of the world’s largest sporting events and organisations, including the 2023 Rugby World Cup, 2022 and 2023 FIFA World Cups, 2023 Ryder Cup, Dallas Cowboys, New York Yankees and Real Madrid.

“We are proud to form this long-term partnership with Cricket Australia to support their global business growth by delivering an e-commerce and retail experience that helps CA further connect with and grow their fanbase,” said Victoria Hawksley, executive vice-president of international retail at Legends.

Ares Management and KKR & Co are among a group of private credit firms that have held talks with Legends over providing a $1.85bn (£1.48bn/€1.72bn) financing package to support the company’s potential acquisition of ASM Global, it was reported last week.

The group, which also includes Apollo Global Management and Oaktree Capital Management, would help to fund the takeover and refinance existing debt at both Legends and ASM, it is claimed.