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Global sports giant turbo charges Super Rugby shopping experience

1 December 2023

New Zealand Super Rugby fans can look forward to a world-class merchandise offering for 2024 and beyond after the five Kiwi Super clubs signed a collective agreement with sports and entertainment premium experiences company Legends. 

Legends is a globally recognised retail and merchandising company that delivers the retail experience for some of the most iconic brands in sport such as Real Madrid and the New York Yankees.  

Most recently, Legends managed the on-site merchandise offering for the FIFA Women’s World Cup held in New Zealand and Australia, the Rugby World Cup in France, and golf’s Ryder Cup in Italy. 

As part of this new collective agreement, Legends will take over the management of the New Zealand Super Rugby club’s online and in-venue merchandise programmes. Legends will also work with each club to deliver improved merchandise infrastructure and sales support tools. 

Highlanders CEO, Roger Clark, said the partnership is a positive step forward for Super Rugby. 

“We’re thrilled to have Legends on-board; they will bring a level of consistency to the merchandise offering throughout the country,” Clark said. 

“As Super Rugby clubs we’re getting significant investment from Legends to improve the retail experience in our stadiums so we can expect to see larger retail spaces in more prominent positions throughout the country. 

“Legends have worked with some of the biggest names including the Yankees, Real Madrid and the Dallas Cowboys so to have them partnering with Super Rugby is a real coup from a business perspective.”  

The online experience is set to be smoother as well with a uniform look across all e-commerce sites and easy access from superrugby.co.nz. 

Victoria Hawksley, Executive Vice President of International Retail, Legends said:  

“Legends is proud to partner with the New Zealand Super Rugby clubs to deliver an exciting new merchandise offering and enhanced shopping experience online and in-venue for their passionate fans.”   

Super Rugby fans can look forward to hearing more about the new retail experience in-venue and online in the New Year. 




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